독점기업의 수요 증가와 최적 광고에 대한 분석

초록

This paper assumes a monopoly with constant marginal cost and compares the effect of demand increase on price and quantity with that in a perfect competition. Focusing on advertising as a factor of demand increase, this paper also introduces various types of demand increase and derives the optimal advertising strategy of a monopolist. It turns out that given a fixed level of advertising, the strategy that induces a ‘price-expanding’ demand increase is optimal. The optimal level of advertising can be derived using the standard optimization method.

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