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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)H.EL ASRAOUI
Intervenant(s)Gary FERRIER

Pré requis

Students should understand the basic econonomic concepts of demand, elasticity,

Objectifs du cours

At the end of the course, the student should be able to :
Describe and compare the persuasive, informative, and complementary views of advertising.
Identify the determinants of a firm's optimal level of advertising and use them to predict how the optimal level varies across products.
Evaluate the effects of adverting on price, sales, and market share.
Contrast advertising with other signals of product quality.
Appraise the tax treatment of advertising expenditures.
Summarize the economic rationale for regulating advertising.
Explain the challenges faced by advertisers in the information age.
Use course concepts to analyze observed advertising activities.

Contenu du cours

Why study the economics of advertising.
Review needed economic concepts.
Economic functions of advertising--
Advertising as persuasion,
Advertising as information,
Advertising as value enhancement.
Determinants of the profit maximizing advertising-to-sales ratio.
The effects of advertising on price, sales, and market share.
Signaling product quality.
Duration of advertising's impact.
Advertising and the economics of attention.
Regulation of advertising.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Four hours of classroom time over four days.
Independent work
Reference manual 's readings8,00   Reading articles and reviewing PowerPoint slides. Working practice problems to prepare for the final exam.
Independent study
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Seminar


Assessment is based on a written final exam consisting of several types of short answer questions.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,001100,00
TOTAL     100,00


  • Reading materials are provided online; they supplement the PowerPoint slides that are also provided online. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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