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Expenditure trends in US advertising : long-term effects and structural changes with new media introductions

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dc.affiliation.dptoUC3M. Departamento de EconomĂ­a de la Empresaes
dc.contributor.authorEsteban-Bravo, Mercedes
dc.contributor.authorVidal-Sanz, Jose M.
dc.contributor.authorYildirim, Gökhan
dc.contributor.editorUniversidad Carlos III de Madrid. Departamento de EconomĂ­a de la Empresa
dc.date.accessioned2013-07-23T08:23:01Z
dc.date.available2013-07-23T08:23:01Z
dc.date.issued2012-06
dc.date.modified2013-07-22
dc.description.abstractHistorically US Media channels have competed to attract advertising expenditure from marketing. This has been a fierce battle, where, every few years, incumbents have been shattered by the introduction of a new media such as TV, Yellow Pages, Cable and the Internet. In this paper we will analyze and discuss the dynamic trend in advertising expenditure for ten different advertising media channels in the U.S., by estimating the long-term equilibrium between these time series, and their equilibrium cross-elasticities. We will also analyze how they are related to the business cycle, both at the aggregated level and specifically for each media. To this end, it is crucial to consider simultaneously the impact of new media introductions over the incumbents, estimating the potential effects of structural changes. Both, the introduction effects and the long-term equilibrium relationship between two media can be very different. In particular, we will study the influence of the Internet
dc.description.sponsorshipResearch funded by two research projects, S-0505/TIC-0230 by the Comunidad de Madrid and ECO2011-30198 by MICINN agency of Spanish Government
dc.format.mimetypeapplication/pdf
dc.format.mimetypetext/plain
dc.identifier.repecwb121506
dc.identifier.urihttps://hdl.handle.net/10016/14549
dc.identifier.uxxiDT/0000000929
dc.language.isoeng
dc.relation.ispartofseriesUC3M Working papers. Business Economics
dc.relation.ispartofseries12-06
dc.relation.projectIDGobierno de España. ECO2011-30198
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject.ecienciaEmpresa
dc.subject.otherAdvertising Expenditure
dc.subject.otherTime series
dc.subject.otherMedia
dc.subject.otherStructural breaks
dc.titleExpenditure trends in US advertising : long-term effects and structural changes with new media introductions
dc.typeworking paper*
dc.type.hasVersionSMUR*
dspace.entity.typePublication
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