IDEAS home Printed from https://ideas.repec.org/a/oup/ajagec/v94y2012i5p1154-1170.html
   My bibliography  Save this article

Spillovers, Efficiency, and Productivity Growth in Advertising

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1093/ajae/aas061
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Lynch, Lori & Brown, Cheryl, 2000. "Landowner Decision Making About Riparian Buffers," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 32(03), December.
    2. Chakravorty Ujjayant & Hochman Eithan & Zilberman David, 1995. "A Spatial Model of Optimal Water Conveyance," Journal of Environmental Economics and Management, Elsevier, vol. 29(1), pages 25-41, July.
    3. Carlson, Gerald A. & Zilberman, David & Miranowski, John, 1993. "Agricultural and Resource Economics," Staff General Research Papers Archive 11104, Iowa State University, Department of Economics.
    4. Eithan Hochman & David Pines & David Zilberman, 1977. "The Effects of Pollution Taxation on the Pattern of Resource Allocation: The Downstream Diffusion Case," The Quarterly Journal of Economics, Oxford University Press, vol. 91(4), pages 625-638.
    5. Miranowski, John & Cochran, M., 1993. "Economics of Land in Agriculture," Staff General Research Papers Archive 10722, Iowa State University, Department of Economics.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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;Western Agricultural Economics Association.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:ajagec:v:94:y:2012:i:5:p:1154-1170. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press) or (Christopher F. Baum). General contact details of provider: http://edirc.repec.org/data/aaeaaea.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.