An emphasis on the specific market determination of a good is unique advertising. Every commodity on the market has its specific characteristics in regard to which other commodities can be connected to. Advertising presents the qualities of the product as something produced by a certain company and also the results of its consumption. There for, advertising reveals commodity’s concreteness and defines its specific function for the economy. The unique advertising features the economic goods as qualitative goods, clearly distinguishable from all given in the total advertising.
Historical Backdrop
• CLAUDE HOPKINS The Scientific Advertising: full information about the product.
• ROSSER REEVES Reality in Advertising: unique selling proposition.
• GEORG SIMMEL On Social Differentiation: product differentiation.
• EDWARD CHAMBERLIN The Theory of Monopolistic Competition: advertising.
• KELVIN LANCASTER A New Approach to Consumer Theory: differentiation of goods and advertising.
