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Scale and Scope Effects on Advertising Agency Costs

Author

Listed:
  • Alvin J. Silk

    (Harvard University)

  • Ernst R. Berndt

    (Massachusetts Institute of Technology)

Abstract

Economies of scale are evident when a firm's average costs decline while its output expands, as when an advertising agency raises its gross income by serving more accounts and/or larger accounts. Economies of scope appear when cost savings can be realized by a single agency producing several products jointly, as compared to many agencies each producing them separately. How important are economies of scale and scope in advertising agency operations? In this paper cost models are formulated which represent how the principal component of agency costs, employment level, varies according to the mix of media and services an agency provides and the total volume of advertising it produces. These models are estimated and tested cross-sectionally utilizing data pertaining to the domestic operations of 401 U.S. agencies for 1987. The empirical evidence reported here indicates that both scale and particularly scope economies are highly significant in the operations of U.S. advertising agencies. We find that of the 12,000 establishments comprising the industry in 1987, approximately 200–250 had domestic gross incomes of $3–4 million or more (or equivalently, billings of $20–27 million) and therefore had service mixes and operating levels sufficiently large to take full advantage of all available size-related efficiencies. Furthermore, the overall structure of the industry is one where these large, fully efficient firms created and produced more than half of all the national advertising utilized in the U.S. during 1987. At the same time, vast numbers of very small agencies appear to operate with substantial cost disadvantages compared to large firms as a consequence of these scale and scope economies. These findings carry important implications concerning possible future changes in the industry structure. It seems highly doubtful that scale economies could motivate further mergers among the largest 200–250 agencies. On the other hand, for small agencies, mergers and acquisitions might be attractive as means of mitigating their size-related cost disadvantages. Finally, our findings demonstrating the existence of scale and scope economies are consistent with the diminishing reliance on fixed rates of media commissions as the principal basis of agency compensation. They also cast strong doubts on size-related economies in operating costs as a viable explanation for the limited degree of vertical integration of agency services by large advertisers.

Suggested Citation

  • Alvin J. Silk & Ernst R. Berndt, 1993. "Scale and Scope Effects on Advertising Agency Costs," Marketing Science, INFORMS, vol. 12(1), pages 53-72.
  • Handle: RePEc:inm:ormksc:v:12:y:1993:i:1:p:53-72
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    File URL: http://dx.doi.org/10.1287/mksc.12.1.53
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    Citations

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    Cited by:

    1. Mohammad Arzaghi & Ernst R. Berndt & James C. Davis & Alvin J. Silk, 2008. "Economic Factors Underlying the Unbundling of Advertising Agency Services," NBER Working Papers 14345, National Bureau of Economic Research, Inc.
    2. Sharon Horsky, 2006. "The Changing Architecture of Advertising Agencies," Marketing Science, INFORMS, vol. 25(4), pages 367-383, 07-08.
    3. Sharon Horsky & Steven C. Michael & Alvin J. Silk, 2008. "The Internalization of Advertising Services: An Inter-IndustryAnalysis," Harvard Business School Working Papers 09-007, Harvard Business School.
    4. Alvin J. Silk & Ernst R. Berndt, 1994. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms," NBER Working Papers 4826, National Bureau of Economic Research, Inc.
    5. Cockburn, Iain M. & Henderson, Rebecca M., 2001. "Scale and scope in drug development: unpacking the advantages of size in pharmaceutical research," Journal of Health Economics, Elsevier, vol. 20(6), pages 1033-1057, November.
    6. Elie Ofek & Miklos Sarvary, 2001. "Leveraging the Customer Base: Creating Competitive Advantage Through Knowledge Management," Management Science, INFORMS, vol. 47(11), pages 1441-1456, November.
    7. Alvin J. Silk & Ernst R. Berndt, 2003. "Scale and Scope Economies in the Global Advertising and Marketing Services Business," NBER Working Papers 9965, National Bureau of Economic Research, Inc.
    8. Anthony Dukes & Esther Gal–Or, 2003. "Negotiations and Exclusivity Contracts for Advertising," Marketing Science, INFORMS, vol. 22(2), pages 222-245, November.
    9. Alvin J. Silk & Charles King III, 2008. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality," Harvard Business School Working Papers 09-044, Harvard Business School.

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