The models of
monopoly and of imperfectly competitive markets allow us to explain two
commonly observed features of many markets: advertising and price
discrimination. Firms in markets that are not perfectly competitive try to
influence the positions of the demand curves they face, and hence profits,
through advertising. Profits may also be enhanced by charging different
customers different prices. In this section we will discuss these aspects of
the behavior of firms in markets that are not perfectly competitive.
Advertising
Firms in
monopoly, monopolistic competition, and oligopoly use advertising when they
expect it to increase their profits. We see the results of these expenditures
in a daily barrage of advertising on television, radio, newspapers, magazines,
billboards, passing buses, park benches, the mail, home telephones, and the
ubiquitous pop-up advertisements on our computers—in virtually every medium
imaginable. Is all this advertising good for the economy?
We have
already seen that a perfectly competitive economy with fully defined and easily
transferable property rights will achieve an efficient allocation of resources.
There is no role for advertising in such an economy, because everyone knows
that firms in each industry produce identical products. Furthermore, buyers
already have complete information about the alternatives available to them in
the market.
But perfect
competition contrasts sharply with imperfect competition. Imperfect competition
can lead to a price greater than marginal cost and thus generate an inefficient
allocation of resources. Firms in an imperfectly competitive market may
advertise heavily. Does advertising cause inefficiency, or is it part of the
solution? Does advertising insulate imperfectly competitive firms from
competition and allow them to raise their prices even higher, or does it
encourage greater competition and push prices down?
There are two
ways in which advertising could lead to higher prices for consumers. First, the
advertising itself is costly; in 2007, firms in the United States spent about
$149 billion on advertising. By pushing up production costs, advertising may
push up prices. If the advertising serves no socially useful purpose, these
costs represent a waste of resources in the economy. Second, firms may be able
to use advertising to manipulate demand and create barriers to entry. If a few
firms in a particular market have developed intense brand loyalty, it may be
difficult for new firms to enter—the advertising creates a kind of barrier to
entry. By maintaining barriers to entry, firms may be able to sustain high prices.
But
advertising has its defenders. They argue that advertising provides consumers
with useful information and encourages price competition. Without advertising,
these defenders argue, it would be impossible for new firms to enter an
industry. Advertising, they say, promotes competition, lowers prices, and
encourages a greater range of choice for consumers.
Advertising,
like all other economic phenomena, has benefits as well as costs. To assess
those benefits and costs, let us examine the impact of advertising on the
economy.
Advertising
and Information
Advertising
does inform us about products and their prices. Even critics of advertising
generally agree that when advertising advises consumers about the availability
of new products, or when it provides price information, it serves a useful
function. But much of the information provided by advertising appears to be of
limited value. Hearing that “Pepsi is the right one, baby” or “Tide gets your
clothes whiter than white” may not be among the most edifying lessons consumers
could learn.
Some
economists argue, however, that even advertising that seems to tell us nothing
may provide useful information. They note that a consumer is unlikely to make a
repeat purchase of a product that turns out to be a dud. Advertising an
inferior product is likely to have little payoff; people who do try it are not
likely to try it again. It is not likely a firm could profit by going to great
expense to launch a product that produced only unhappy consumers. Thus, if a product
is heavily advertised, its producer is likely to be confident that many
consumers will be satisfied with it and make repeat purchases. If this is the
case, then the fact that the product is advertised, regardless of the content
of that advertising, signals consumers that at least its producer is confident
that the product will satisfy them.
Advertising
and Competition
If advertising
creates consumer loyalty to a particular brand, then that loyalty may serve as
a barrier to entry to other firms. Some brands of household products, such as
laundry detergents, are so well established they may make it difficult for
other firms to enter the market.
In general,
there is a positive relationship between the degree of concentration of market
power and the fraction of total costs devoted to advertising. This
relationship, critics argue, is a causal one; the high expenditures on
advertising are the cause of the concentration. To the extent that advertising
increases industry concentration, it is likely to result in higher prices to
consumers and lower levels of output. The higher prices associated with
advertising are not simply the result of passing on the cost of the advertising
itself to consumers; higher prices also derive from the monopoly power the
advertising creates.
But
advertising may encourage competition as well. By providing information to
consumers about prices, for example, it may encourage price competition.
Suppose a firm in a world of no advertising wants to increase its sales. One
way to do that is to lower price. But without advertising, it is extremely
difficult to inform potential customers of this new policy. The likely result
is that there would be little response, and the price experiment would probably
fail. Price competition would thus be discouraged in a world without
advertising.
Empirical
studies of markets in which advertising is not allowed have confirmed that
advertising encourages price competition. One of the most famous studies of the
effects of advertising looked at pricing for prescription eyeglasses. In the
early 1970s, about half the states in the United States banned advertising by
firms making prescription eyeglasses; the other half allowed it. A comparison
of prices in the two groups of states by economist Lee Benham showed that the
cost of prescription eyeglasses was far lower in states that allowed
advertising than in states that banned it. Mr. Benham’s
research proved quite influential—virtually all states have since revoked their
bans on such advertising. Similarly, a study of the cigarette industry revealed
that before the 1970 ban on radio and television advertising market shares of
the leading cigarette manufacturers had been declining, while after the ban
market shares and profit margins increased.
Advertising
may also allow more entry by new firms. When Kia, a South Korean automobile
manufacturer, entered the U.S. low-cost compact car market in 1994, it flooded
the airwaves with advertising. Suppose such advertising had not been possible.
Could Kia have entered the market in the United States? It seems highly
unlikely that any new product could be launched without advertising. The
absence of advertising would thus be a barrier to entry that would increase the
degree of monopoly power in the economy. A greater degree of monopoly power
would, over time, translate into higher prices and reduced output.
Advertising is
thus a two-edged sword. On the one hand, the existence of established and
heavily advertised rivals may make it difficult for a new firm to enter a
market. On the other hand, entry into most industries would be virtually
impossible without advertising.
Economists do
not agree on whether advertising helps or hurts competition in particular
markets, but one general observation can safely be made—a world with
advertising is more competitive than a world without advertising would be. The
important policy question is more limited—and more difficult to answer: Would a
world with less advertising be more competitive than a world
with more?