Part I. Introduction to Advertising in Free Society -- 1. Background -- 2. The economic evidence -- 3. Does advertising create monopolies? -- 4. Brand loyalty, added value and manipulation -- 5. Does nanny know best? -- References -- Part II. Advertising in a Free Society: Theย Condensedย Version -- About the condensed version -- What they have said -- Original acknowledgement -- Introduction -- 1. The need for advertising -- 2. The Critics -- 3. The Claims -- 4. Sovereign or Puppet? -- Appendix A: The detergent halo -- Appendix B: 'Hidden persuasion' -- Appendix C: Political advertising -- Appendix D: A subsidised press? -- Appendix E: Restrictive practices in printing and their effects on advertising costs -- Appendix F: The battle for commercial television โ who was right? -- References -- About the IEA
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