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The economics of tobacco advertising: spending, demand, and the effects of bans

2003; Taylor & Francis; Volume: 22; Issue: 1 Linguagem: Inglês

10.1080/02650487.2003.11072839

1759-3948

Kent M. Lancaster, Alyse R. Lancaster,

Consumer Market Behavior and Pricing

This study examines most of the published evidence worldwide on the effects of aggregate advertising and of advertising bans on aggregate cigarette and tobacco consumption. Thirty-five studies representing eight countries published 350 advertising–demand coefficients, the majority of which (66.8%) were not positive and statistically significant, suggesting that aggregate advertising generally bears little or no relation to aggregate demand. Twenty-one studies representing 23 countries published 199 advertising ban coefficients, the majority of which (70.8%) were not negative and statistically significant, suggesting that advertising bans also bear little or no relation to aggregate demand. On the whole, the evidence indicates that full or partial bans on advertising are likely to have little or no effect on aggregate cigarette or tobacco demand because the banned advertising itself apparently has little or no effect on aggregate demand.