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1(fast-movingconsumergoods,FMCG)16()61.70%(70%)22.()()5(5)13AB2(FMCG)3.3454(2)()()()65%15?5(6)O.(JamesO.Peckham)(A.C.Nielsen)4018()51%(NationalIndustrialConferenceBoard)2955604065357J.(J.HughDavidson)74%8(DavidOgilvy)(Procter&Gamble)(Harness)6BellPringlesRaveLilt9(BillBernbach)()10(RosserReeves)301117212134.(addedvalue)2()8145.(AdvertisingAge)()4%152%19,6166.10060%17()(GeneralFoods)Warner-Lambert66(10)(BillBernbach)(LeoBurnett)(JohnCaples)(ClaudeHopkins)(DavidOgilvy)(JamesWebbYoung)1841)2)3)1114)20200()(Ehrenberg)19()()12204()35(MarketResearchCorporationofAmerica)1131)2)3)4)5)6)14()1/3(ColinMcDonald)21()115()()()()16()()117227J.27J.25()J.181.AdvertisingAge1002.CombridgeEconomichandbooksD.H.RobertsonMoney(NewYork:Harcourt,Brace,1992)(P.v)3.JulianL.SimonIssuesinEconomicsofAdvertisingP.269-854.MaikS.AlbionPaulW.FarrisTheAdvertisingControversy(Boston,Mass:AuburnHouse,1981),P.715.,P.886.StephenKingDevelopingNewBrands(LondonPitman,1973),P.37-397.JamesO.PeckmanTheWheelofMarketing)(Privatelypublished,1978),PP.137-398.J.HughDavidsonWhyMostMewConsumerBrandsFailHarvardBusinessReview54(March-April1976)p.117-1229.DavidOgilvyOgilvyonAdvertising(NewYork:Crown,1983),P.156-15780BillSapositoProcterandGamblesComebackPlanFortune(February4,1985)P.30-37JohnSmalePriscillaBehind119theBrandsatP.&G.HarvardBusinessReview85(November-December1985)P.79-8010.theArtofWritingAdvertisingDenisHiggins(Chicago:AdvertisingPublications,1965)P.2311.RosserReevesRealityinAdvertising(NewYork:AlfredA.Knopf,1961)P.5512.13.AlbioFarrisTheAdvertisingControversy,P.8814.Kipling()15.AdvertisingAgeSeptember26,1985P.1-15616.AlbionFarrisTheAdvertisingControversyPP.117-13617.AdvertisingAgeSeptember26,198518.Bernlbach19.AndrewEhrenbergRepeatBuying:TheiryandApplications(NewYork:americanElsevier,1972)20.3021.ColinMcDonaldMyths,Evidence,andEvaluationAdmap(November1980)PP.546-55522.JamesWebbYoungHowtoBecomeanAdvertisingMan(Chicago:AdvertisingPublications,1963)P.12202()()()22()2.1DewittWegmans(Syracuse)()muesli()1)70223()701072)()43)(GeneralFoods)(GeneralMills)(Kelloggs)(Nabisco)(QuakerOats)RalstonPurina4)10743()197(Kellogg18)100458()(1.19)(1.23)5)Wagmans79(Wegmans)211()(100267)()(138)(136)24A.C.Nielsen151)2206097%3%32)()NielsenJulesBackman43):Wagmans()2254)()()()()55)WagmansNielsen2.2Wagmans2667NeilBorden(1942)8BordenNicholasKaldor(LordKaldor)19509Kaldor10Kaldor227()()BordenKaldor11()121890191419141328()14()Wagmans1880(0.78)18802-1()()152-11617()()1880533110039100189098101847118219001234923296246190417460327146374190925982488203520191433091520255654(229)(2)()191819C.(KingC.Gillette)2(1905)25000010000020()60%21301922()()()2.3()231()Friedrich.Von.Hayek23()32()24()()25kaldor26()Nielsen233()27285298202029()30Beckman31Beckman322.434()kaldor33((JoanRobinson)203034)(HertzAirIndia)235AjaxBirdsEye()3536(JamesWebbYoung)361963501)(BettyCrockerOldJimYoung)37MadisonAvenueAgency2372)()383)1/41/3394)TheodoreLevitt()()40(38)(IvoryIvory)Nielsen41()RalphNader47272659261547%59%1212424323944653545JohnKennethGalbraithTheNewIndustrialState46Galbraith4720601960TheodoreLevitt4048()LevittGalbraithGalbraithGalbraithGalbraith()49Nielsen50()241()()51522.55342Wagmans0.79Kellogg0.97(23%)Wagmans4Kellogg18Kellogg45455()243()Levitt7001544%80%59%5%65%10%73%5627%10%()57AndreGaborC.W.J.Granger()58GaborGranger44,()2.6245()()()()()()()461.2.3.JulesBeckmanAdvertisngandCompetition(NewYork:NewYorkUniversityPress,1967),P.1094.,P.775.40%()6.JohnKennethGalbraithTheNewIndustrialState(Harmondsworth,Middlesex,UnitedKingdom:PenguinBooks,1978,)P.2097.GrahamBannockTheJuggernauts:TheAgeoftheBigCorporation(Harmondsworth,Middlesex,UnitedKingdom:PenguinBooks,1973),P.72,78-808.NeilHopperBordenTheEconomicEffectsofAdvertising(Chicago:RichardD.Irwin,1942),P.49-519.LordKaldorTheEconomicAspectsofAdvertisingReviewofEconomicStudies18(1950-1951),P.1-27ThreeFacesofAdverting(London:AdvertisngAssociation1975)247P.103-14510.KaldorTheThreeFacesofAdvertisingP.12911.PaulTerryCheringtonAdvertisingasaBusinessForce(GardenCityN.Y.Doubleday,Page,1913,reprinted1919)HaroldBargerDistributionsPlaceintheAmericanEconomysince1869(NewYork:NationalBureauofEconomicResearchPrinceton:PrincetonUniversityPress,1955)LouisP.BucklinCompetitionandEvolutionintheDistributiveTrades(EnglewoodCliffs,N.J.Prentice-Hall,1972).12.KaldorRalphHarrisArthurSeldonAdvertisinginaFreeSociety(London:InstituteofEconomicAffairs,1959),P.9-1013.EdwardHastingsChamberlinTheTheoryofMonopolisticCompetition(Cambridge,Mass:HarvardUniversityPress,1933,reprinted1948);JoanRobinsonTheEconomicsofImperfectCompetition(London:Macmilliar,1933,reprinted1955)ChamberlionRobinson14.AlfredMarshallIndustryandTrade(London:Macmillan,1920),book3,chaps,P.3-1015.16.RobertR.DoaneTheMeasurementofAmericanWealth(NewYork:Harper,1933),P.3917.FrankSpencerPresbreyTheHistoryandDevelopmentofAdvertising(GardenCity,N.Y.:Doubleday,Doran,1929),P.59118.BordenThe48EconomicEffectsofAdvertisingP.204-20519.19773.59CensusofManufactures(Washington,D.C.:U.S.DepartmentofCommerce,BureauoftheCensus,1981)20.TheGilletteCommpany190