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The Market Power Theory of Advertising
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Definition of The Market Power Theory of Advertising: The Market Power Theory of Advertising is the theory of advertising is that established firms use advertising as a barrier to entry through product differentiation. Such a firm's use of advertising differentiates its brand from other brands to a degree that consumers see its brand is a slightly different product, not perfectly substituted by existing or potential competitors. This makes it hard for new competitors to gain consumer acceptance. (Econterms)

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