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Spillovers, Efficiency, and Productivity Growth in Advertising

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  • Konstantinos Giannakas
  • Giannis Karagiannis
  • Vangelis Tzouvelekas

Abstract

We develop a tractable theoretical framework for analyzing the effect of advertising efficiency and spillovers on productivity growth in advertising. Maintaining the separability assumption between sales and production technology, the proposed methodology relies on sales cost function decomposition of advertising productivity and the duality between media distance and sales cost functions. Utilizing a flexible Translog distance function, the methodology is applied to the advertising activity of meat processing firms in Greece during 1983-2008. Changes in allocative efficiency, scale economies, and, to a lesser extent, technical change and advertising spillovers were the most important drivers of productivity growth during the period analyzed. Copyright 2012, Oxford University Press.

Suggested Citation

  • Konstantinos Giannakas & Giannis Karagiannis & Vangelis Tzouvelekas, 2012. "Spillovers, Efficiency, and Productivity Growth in Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(5), pages 1154-1170.
    • Handle: RePEc:oup:ajagec:v:94:y:2012:i:5:p:1154-1170
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    File URL: http://hdl.handle.net/10.1093/ajae/aas061
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    Cited by:

    1. He, Xi & Lopez, Rigoberto A. & Liu, Yizao, 2015. "Substitution between Online and Offline Advertising: Evidence from the Carbonated Soft Drink Industry," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205212, Agricultural and Applied Economics Association.
    2. Yingjue Zhou & Tieming Liu & Gangshu Cai, 2019. "Impact of In-Store Promotion and Spillover Effect on Private Label Introduction," Service Science, INFORMS, vol. 11(2), pages 96-112, June.
    3. Ernesto Lopez‐Valeiras & Jacobo Gomez‐Conde & Teresa Fernandez‐Rodriguez, 2016. "Firm Size and Financial Performance: Intermediate Effects of Indebtedness," Agribusiness, John Wiley & Sons, Ltd., vol. 32(4), pages 454-465, November.

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