In fact, some industry watchers say the advertising reductions may not occur until late 1999.
Some residential golf communities are advertising deep reductions for first-time members; others are relaxing membership caps.
These mechanisms include for example increased market concentration, more intensive competition, more intensive advertising, initial reductions in product pricing and in some cases aggressive lobbying against the adoption of public health control measures.
Reading proclaims itself the Factory Outlet of the World and advertises 30%to70%0% reductions and the absence of a sales tax on clothing.
Peter Christy, research director at Jupiter Communications in New York, said that as in many industries, computer manufacturers are loath to advertise price reductions for fear of starting pricing wars with competitors.
We'll also have a loss leader, which allows us to advertise bigger reductions to get people's attention.
He told the BBC: "That required things like a ban on advertising and a reduction in marketing and the association of smoking with sporting activities - that helped people move away from smoking".
Supermarkets have come under increased scrutiny for advertising seemingly large reductions on wines that rarely sell for the higher price.
In those cases, however, the economy was operating well below full employment and needed a "demand-side" stimulus (even though Reagan advertised his tax reduction as "supply-side").
Over the past decade, and longer, Press Gazette has detailed the gloomy drip-drip-drip of problems: the closures, mergers, cutbacks, declining sales, decreasing advertising and consequent reductions in journalistic coverage.
Profits rose 14percentt, in part because of greater operating efficiency, like a 2percentt reduction in advertising.
