| Autor: |
Kopp, Steven W., Martin, Lawrence W., Wardlow, Daniel L. |
| Zdroj: |
Journal of Macromarketing; Jun1992, Vol. 12 Issue 1, p19-28, 10p |
| Abstrakt: |
This article describes the regulatory problems in controlling cigarette advertising and marketing activities and develops a framework employing a game-theoretic approach to create a public policy solution. The model assumes that cigarette advertising has differential effects—primary demand stimulation (of the overall market for cigarettes) and selective demand stimulation (for individual cigarette brands). We first propose a tax on total market sales and then show how this encourages firms to emphasize selective demand stimulation components such that aggregate demand for cigarettes decreases through reduced effectiveness of advertising messages to potential smokers. [ABSTRACT FROM PUBLISHER] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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