THEORETICAL APPROACHES TO ASSESS THE IMPACT OF ADVERTISING ON CONSUMERS AND MARKET COMPETITION
Authors
Marina Sobolieva
Taras Shevchenko national university of Kyiv
Abstract
In the article we examine theoretical perspectives on the impact of advertising on consumer behavior, entry barriers in the industry, the structure of the industry, the competitive behavior of firms and market power; systemize structure of the research of advertising impact on consumer behavior; analyze the main results of empirical studies of the effects of advertising on the competitive relationship in the market.
Author Biography
Marina Sobolieva, Taras Shevchenko national university of Kyiv
