Another factor that could increase the price for consumers is that firms may decide to advertise their products as boldly as possible, such as Pizza Hut launching an advert to introduce a new product staring a celebrity in order to gain publicity. In some cases, due to the extra cost needed to promote the firm’s products prices may rise instead of fall, an example of this being Pizza Hut being forced to use colour leaflets to create a bold image when it would not have been necessary when Pizza Hut was only one of the few pizza firms. However, competition can have disadvantages. The large number of firms in the market lead to price competition, which is an advantage for consumers as some prices dropped to as low as £1.
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