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By Neil Hopper Borden

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Example text

P. McNair and R. S. , 1941), pp. 82-84. 8 Advertisers probably do not think in terms of changing the shape of the demand curves of their products through the use of advertising, but their pricing practice sometimes indicates that they act in the hope that brand reputation built by advertising may have made the demand for their brands inelastic. This would appear true, for example, in cases in which heavily advertised brands during periods of falling prices have sometimes been held to their old prices or have been reduced but little, apparently in the hope that the preferences built for the products would lead consumers to continue buying them even though little or no reduction in price was made.

Government Statistics Bureau), Vol. II, No. 8 (August, 1948). 4 Year Food and Tobacco Clothing. Accessories. and Jewelry Personal Ore Housing Household Operation Medical Ore and Death Expense Personal Business 1929......... 1930......... 1931......... 1932....... 1933......... 6 1934......... 1935......... 1936......... 1937......... 1938......... 9 1939......... 1940......... 1941......... 1942......... 1943......... 4 1944......... 1945......... 1946......... 1947......... 3 Derived from Exhibit 5.

10 11 Expansibility of demand should be distinguished from elasticity of demand. 11 The concept of expansibility of 10 This term is believed to have been used first by Professor M. T. Copeland in his keting classes about 1925. The term was not employed in his Principles of Merchandising (Chicago: A. W. , 1924), although the enlarging of demand was commented upon (p. 8). The term was used in classes shortly thereafter. The concept of expansibility of demand relates to change of demand, which can come about from a number of causes.

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Advertising, text and cases by Neil Hopper Borden

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