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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
BREAKFAST-CEREAL CASE:
AN 'ATTACK ON ADVERTISING'?
DR. WILLARD F. MUELLER*
'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
University.
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findings of a then-unpublished study by a Special Economic Assistant to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.

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