Ekonomi Industri

Pertemuan 11

Materi:
#1 Advertising
and
#2 Research Development

Dosen: Lando
angga.erlando@feb.unair.ac.id
Tujuan Pembelajaran...
Ekonomi Industri
Pertemuan 11

Materi:
#1 Advertising
a. Determinants of advertising expenditure
Public
marketing Iklan Promosi Publisitas
Relations
Sales Branding

Kenapa mengeluarkan Biaya Iklan ?

KONSEP KLASIFIKASI INDUSTRI DALAM KAJIAN

Industri Tersier
(Penunjang)

Industri Sekunder
(Hilir)

Industri Primer
(Hulu)
 KETERKAITAN ANTAR SEKTOR INDUSTRI

Industri Perkebunan Karet Industri Ban

Sekunder

[On-farm] [Industri Primer]

Industri
Tersier Industri Otomotif

Industri [Industri Sekunder]

On Farm
Primer

Sumber: SK Menteri Perindustrian No.19/M/I/1986, Dimodifikasi

KONSEP DAYA SAING WILAYAH
Daya Saing dipengaruhi oleh dua komponen:
1. Efisiensi produksi
2. Efisiensi transaksi
a. Determinants of advertising expenditure
Bentuk Konsep Iklan
1. Informative advertising Reminder advertising
a. Determinants of advertising expenditure
Bentuk Konsep Iklan
2. Persuasive advertising Reminder advertising

Soal 1
a. Determinants of advertising expenditure
Industry advertising expenditure as a proportion of
industry sales, known as advertising intensity or the
industry’s advertising-to sales ratio provides an
indication of the importance of advertising as a form
of non-price competition

Mengapa sampai mengeluarkan biaya khusus untuk Iklan?

To provide To increase or
To launch a
information on protect market
product or service
price and quality share

To establish a
brand’s image or Change in the
strengthen marginal cost of
consumers’ brand advertising
loyalties
a. Determinants of advertising expenditure

2017

2019

Kata Internet Mengenai Data Iklan

b. Advertising and product characteristics

Karakteristik produk yang mendorong advertising intensity...

as those whose attributes can easily be
Search goods determined by inspection, either by touch or by sight, prior to purchase. Common
examples include clothes, carpets, household and office furniture

are those whose attributes can only be determined when they are
Experience goods
consumed, after they have been purchased. Common examples include
foods, toothpaste, washing-up liquid, cars and hi-fi systems

Credence goods is one whose quality cannot easily be assessed before or after consumption,
because a judgement about quality requires the consumer to have
specialised knowledge of the product or service
Convenience goods to describe goods that are relatively cheap and that are
purchased frequently.

Shopping goods ?....

Soal 2
c. Advertising and profit
maximization
Kasus Monopoli...
c. Advertising and profit
maximization
Kasus Monopoli Cont....
c. Advertising and profit
maximization
Kasus Oligopoli...

• Firms A and B. Assume initially, for

simplicity, that firm B’s advertising
expenditure is fixed, and consider the
profit-maximizing advertising decision of
firm A.

Keterangan:
• qA denote firm A’s quantity demanded
• aA denote firm A’s advertising expenditure
• Q denotes total industry demand, equal to the combined
demand for firms A and B = qA + qB
• mA denotes firm A’s share of industry demand = qA/Q
• denotes firm A’s advertising elasticity of demand
c. Advertising and profit
maximization
Kasus Pasar Persaingan Sempurna...

The profit-maximizing advertising-to-sales ratio is also zero. If

the firm can sell as much output as it likes at the current market
price, there is
no point in advertising.
d. Advertising as a barrier to entry
Advertising can act as a barrier to entry in several ways:

The need to advertise

increases start-up costs.

High levels of advertising

build up reputation
effects

Economies of scale in
advertising.
e. Advertising, information search and quality
signalling
f. Is there too much advertising?
g. Empirical Confidence

Soal 3

Apa
Kasus Jurnal
Temuannya ?

Advertising and
concentration

Advertising and
profitability

Advertising and
market share
Advertising and
product quality
Advertising and
price
Ekonomi Industri
Pertemuan 11

Materi:
#2 Research Development
a. Market structure, firm size and the pace
of technological change

three-stage classification was first developed by A more extensive

Joseph Schumpeter (1928, 1942) five-stage classification

diffusion
innovation Diffusion

invention Commercial
production
Development
Applied
research
Basic
research

The Schumpeterian hypothesis, that there is an association between innovation and monopoly
 Pola Difusi
Mengembangkan
Pendalaman Inovasi Adopsi
Jaringan Sosial

Pengetahuan

Persuasi

Keputusan

Aksi

Gabriel Tarde: “The Laws of Imitation” (1930) Konfirmasi

 The pace of technological change:
monopoly versus perfect competition

Ingat di PTE
Mikro
The pace of technological change: oligopoly
 The pace of technological change: firm size

Collusion and cooperation

Open source technology

b. Investment in Research and Development:
Research and Development Strategies Sub-section examines the main factors that
need to be considered in the investment appraisal decision

Offensive strategy demand

costs

Defensive strategy marketing

Own sources and local banks

Private equity investors and ‘crowdfunding

Imitative strategy
Venture capital and business angels

Government support to SMEs

Dependent strategy
Tax relief

European funding

Collaboration with universities

 b. Diffusion

The rate at which technological change spreads

throughout the economy is known as the rate of diffusion
Lanjutan...
Ekonomi Industri
Pertemuan 11

Terimakasih
#1 Advertising
and
#2 Research Development

Dosen: Lando
angga.erlando@feb.unair.ac.id