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The B.E. Journal of Economic Analysis & Policy

Editor-in-Chief: Jürges, Hendrik / Ludwig, Sandra

Ed. by Auriol , Emmanuelle / Brunner, Johann / Fleck, Robert / Friebel, Guido / Requate, Till / Tsui, Kevin / Wichardt, Philipp / Zulehner, Christine

4 Issues per year

IMPACT FACTOR 2013: 0.432
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Advertising Versus Sales in Demand Creation

Gal Hochman1 / Oded Hochman2 / Eithan Hochman3 / Amir Heiman4 / PingSun Leung5

1University of California, Berkeley,

2Ben Gurion University,

3The Hebrew University of Jerusalem,

4The Hebrew University of Jerusalem,

5University of Hawaii at Manoa,

Citation Information: The B.E. Journal of Economic Analysis & Policy. Volume 11, Issue 1, ISSN (Online) 1935-1682, DOI: 10.2202/1935-1682.2716, March 2011

Publication History

Published Online:
2011-03-30

Abstract

We investigate the dynamics of a firm whose advertisements and sales contribute to its customers’ stock of goodwill. An advertising campaign precedes the firm’s sales when the marginal product of advertisement is sufficiently large (e.g., Amazon Kindle and Apple Macintosh), whereas sales of a new brand of a familiar product may start without advertising (e.g. Crocs shoes). When the firm chooses both advertising and sales policies, the optimal solutions can be divided into two groups typified by low and high demand elasticities. When demand elasticity is low, a massive increase in the quantity sold causes a considerable drop in the product's price. Therefore, the firm prefers to use advertising, rather than excess sales. With high demand elasticity, a massive increase in the quantity sold reduces the price only marginally, thus sales becomes a relatively cheap way to build up the stock of goodwill, compared with advertising.

Keywords: dynamics; diffusion; adoption; goodwill; learning-by-buying; phase diagram

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