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Non-Price Advertising
Broadly, states fell into three groups: some states prohibited all advertising, some states prohibited price advertising but allowed non-price advertising, and some states had no restrictions.
Benham reports that eyeglass prices were substantially higher in states that prohibited all advertising than in states that had no restrictions; furthermore, prices were only slightly higher in states that allowed only non-price advertising than in states with no restrictions.
The association between non-price advertising and low prices is also striking.
non-price advertising.55
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