The Economic Theory of Advertising: The Directions of Formation

One of the key tools that are traditionally used in solving media strategizing problems is advertising. The impacts of advertising on the processes taking place in the economy are significant and remarkably diverse, thus raising a big question to the media strategists to systematize and classify bot...

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Autor principal: S. A. Vartanov
Formato: article
Lenguaje:EN
RU
Publicado: North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration 2020
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Acceso en línea:https://doaj.org/article/4fbebd54d82f493781dcff4ab0a2141f
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spelling oai:doaj.org-article:4fbebd54d82f493781dcff4ab0a2141f2021-11-12T10:46:12ZThe Economic Theory of Advertising: The Directions of Formation1726-11391816-859010.22394/1726-1139-2020-8-157-174https://doaj.org/article/4fbebd54d82f493781dcff4ab0a2141f2020-09-01T00:00:00Zhttps://www.acjournal.ru/jour/article/view/1492https://doaj.org/toc/1726-1139https://doaj.org/toc/1816-8590One of the key tools that are traditionally used in solving media strategizing problems is advertising. The impacts of advertising on the processes taking place in the economy are significant and remarkably diverse, thus raising a big question to the media strategists to systematize and classify both the types of such impacts and the economic theories that study it. This work is devoted to the study of this issue: the most significant approaches to a comprehensive study of advertising at various planning periods (from instant to long-term strategic) are presented. We analyze the informative and persuasive functions of advertisement, compare the influence of its visual and textual forms and discuss key points of cognitive and behavior approaches to understand how advertisement affects the consumers’ demand. We describe basic models of economic equilibrium, which take the advertisement influence on different market structures into account, as well as two-sided models of media markets. It is shown that the less developed field of the economics of advertising is behavior and market influence analysis of the firms whose specialization is creating and distributing media content and advertisement. Due to this, we introduce the way to construct a new class of market models involving three types of economic agents — consumers, media firms and economic goods producers.S. A. VartanovNorth-West institute of management of the Russian Presidential Academy of National Economy and Public Administration articlemedia strategizingeconomics of advertisementconsumer behavioradvertising dynamicsimperfect competitionmedia marketsPolitical institutions and public administration (General)JF20-2112ENRUУправленческое консультирование, Vol 0, Iss 8, Pp 157-174 (2020)
institution DOAJ
collection DOAJ
language EN
RU
topic media strategizing
economics of advertisement
consumer behavior
advertising dynamics
imperfect competition
media markets
Political institutions and public administration (General)
JF20-2112
spellingShingle media strategizing
economics of advertisement
consumer behavior
advertising dynamics
imperfect competition
media markets
Political institutions and public administration (General)
JF20-2112
S. A. Vartanov
The Economic Theory of Advertising: The Directions of Formation
description One of the key tools that are traditionally used in solving media strategizing problems is advertising. The impacts of advertising on the processes taking place in the economy are significant and remarkably diverse, thus raising a big question to the media strategists to systematize and classify both the types of such impacts and the economic theories that study it. This work is devoted to the study of this issue: the most significant approaches to a comprehensive study of advertising at various planning periods (from instant to long-term strategic) are presented. We analyze the informative and persuasive functions of advertisement, compare the influence of its visual and textual forms and discuss key points of cognitive and behavior approaches to understand how advertisement affects the consumers’ demand. We describe basic models of economic equilibrium, which take the advertisement influence on different market structures into account, as well as two-sided models of media markets. It is shown that the less developed field of the economics of advertising is behavior and market influence analysis of the firms whose specialization is creating and distributing media content and advertisement. Due to this, we introduce the way to construct a new class of market models involving three types of economic agents — consumers, media firms and economic goods producers.
format article
author S. A. Vartanov
author_facet S. A. Vartanov
author_sort S. A. Vartanov
title The Economic Theory of Advertising: The Directions of Formation
title_short The Economic Theory of Advertising: The Directions of Formation
title_full The Economic Theory of Advertising: The Directions of Formation
title_fullStr The Economic Theory of Advertising: The Directions of Formation
title_full_unstemmed The Economic Theory of Advertising: The Directions of Formation
title_sort economic theory of advertising: the directions of formation
publisher North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration
publishDate 2020
url https://doaj.org/article/4fbebd54d82f493781dcff4ab0a2141f
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