RT Generic
T1 Expenditure trends in US advertising : long-term effects and structural changes with new media introductions
A1 Esteban-Bravo, Mercedes
A1 Vidal-Sanz, Jose M.
A1 Yildirim, Gökhan
A2 Universidad Carlos III de Madrid. Departamento de Economía de la Empresa, 
AB Historically 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 theintroduction of a new media such as TV, Yellow Pages, Cable and the Internet. In this paper wewill analyze and discuss the dynamic trend in advertising expenditure for ten different advertisingmedia 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 businesscycle, both at the aggregated level and specifically for each media. To this end, it is crucial toconsider simultaneously the impact of new media introductions over the incumbents, estimatingthe potential effects of structural changes. Both, the introduction effects and the long-termequilibrium relationship between two media can be very different. In particular, we will study theinfluence of the Internet
YR 2012
FD 2012-06
LK https://hdl.handle.net/10016/14549
UL https://hdl.handle.net/10016/14549
LA eng
NO Research funded by two research projects, S-0505/TIC-0230 by the Comunidad de Madrid andECO2011-30198 by MICINN agency of Spanish Government
DS e-Archivo
RD 17 jul. 2024