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The '''market power theory of advertising''' is a [[theory]] of product promotion that suggests established [[company|companies]] use [[advertising]] as a barrier to entry for competitors, by conveying product differentiation. Such a firm's use of advertising differentiates its brand from other brands to a degree that consumers see the established [[brand]] as a slightly different product, one not ideally substituted by existing or potential competitors. This makes it more difficult for new competitors to gain consumer consideration and acceptance.

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