About | HeinOnline Law Journal Library | HeinOnline Law Journal Library | HeinOnline

6 Antitrust L. & Econ. Rev. 59 (1972-1973)
Advertising, Monopoly, and the FTC's Breakfast-Cereal Case: An Attack on Advertising

handle is hein.journals/antlervi6 and id is 419 raw text is: ADVERTISING, MONOPOLY, AND THE FTC'S
'Propaganda Barrages' from Advertising Industry
Any effort to seriously examine the link between high-intensity
advertising and monopoly power in American industry is routinely
met with a propaganda barrage alleging that all advertising-and
indeed the free-enterprise system itself-is under dangerous and
unfair attack. In the 1950's, for example, the then-head of the
Antitrust Division of the Justice Department, Donald Turner, made
a speech suggesting that advertising was indeed a potential source
of monopoly power.' The Association of National Advertisers (ANA)
* Dr. Mueller teaches economics at the University of Wisconsin, Madison. A
former Director of the Bureau of Economics, Federal Trade Commission, he
is the author of a number of articles in the industrial organization field,
including The Rising Economic Concentration in America: Reciprocity,
Conglomeration, and the New American 'Zaibatsu' System, 4 Antitrust Law
& Economics Review 15-50 (Spring 1971), 91-104 (Summer 1971), and
Monopoly and the Inflation-Unemployment Dilemma: Trustbusting or Ad-
ministrative 'Controls'?, 5 Antitrust Law & Economics Review (Summer
1972), pp. 15-34. The instant article is based on a paper recently presented
by Dr. Mueller to the American Marketing Association at Northwestern
1 Donald F. Turner, Advertising and Competition, Federal Bar Associa-
tion, Washington, D.C. (June 2, 1966). This speech reflected in part the
findings of a then-unpublished study by a Special Economic Assistant to
Turner at that time, William S. Comanor, and a colleague, Thomas A. Wilson.
Their study was subsequently published under the title Advertising, Market
Structure, and Performance, Review ol Economics and Statistics (November
1967), pp. 423440.

What Is HeinOnline?

HeinOnline is a subscription-based resource containing nearly 3,000 academic and legal journals from inception; complete coverage of government documents such as U.S. Statutes at Large, U.S. Code, Federal Register, Code of Federal Regulations, U.S. Reports, and much more. Documents are image-based, fully searchable PDFs with the authority of print combined with the accessibility of a user-friendly and powerful database. For more information, request a quote or trial for your organization below.

Short-term subscription options include 24 hours, 48 hours, or 1 week to HeinOnline with pricing starting as low as $29.95

Contact us for annual subscription options:

Already a HeinOnline Subscriber?

profiles profiles most