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Can advertising help to maintain dynamic market equilibrium?

Date of publication: October 23, 2005

Catalogue: Latin America 2005

Company: MindShare

Author: Macarena Estévez

Abstract:

This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system through time, without launch of new products nor significant changes in key variables of currently existing products (distribution, price, promotions); and the instability of the system caused by the launch of a new product or significant change in key variables from any currently existing product. The paper analyses the role of advertising for each of these two cases.

Macarena Estévez

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Stapel, J. (1956a, June 15). Research can and does help advertising. ANA - ESOMAR. Retrieved June 03, 2025, from


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Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

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Solard, C. (1966a, September 01). The market considered as a system in equilibrium and analysis of the factors governing its condition. ANA - ESOMAR. Retrieved June 03, 2025, from


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Estévez, M. (2005a, October 23). Can advertising help to maintain dynamic market equilibrium?. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/the-market-considered-as-a-system-in-equilibrium-and-analysis-of-the-factors-governing-its-condition