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Economic Growth and Advertising Expenditures in Different Media in Different Countries

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  • Richard van der Wurff
  • Piet Bakker
  • Robert Picard

Abstract

Newspaper advertising expenditures depend more strongly on economic development than advertising spent in other media. Gross domestic product (GDP), therefore, predicts ad spending better in countries where newspapers are an important advertising medium. GDP also predicts ad spending better in countries where a larger proportion of GDP is spent on advertising. Intermedia competition, on the other hand, has little impact. In conclusion, the authors propose to distinguish three advertising cultures where ad spending follows economic development in different ways.

Suggested Citation

  • Richard van der Wurff & Piet Bakker & Robert Picard, 2008. "Economic Growth and Advertising Expenditures in Different Media in Different Countries," Journal of Media Economics, Taylor & Francis Journals, vol. 21(1), pages 28-52.
  • Handle: RePEc:taf:jmedec:v:21:y:2008:i:1:p:28-52 DOI: 10.1080/08997760701806827
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    References listed on IDEAS

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    Cited by:

    1. Esteban-Bravo, Mercedes & Vidal-Sanz, Jose M. & Yildirim, Gökhan, 2015. "Historical impact of technological change on the US mass media advertising expenditure," Technological Forecasting and Social Change, Elsevier, vol. 100(C), pages 306-316.
    2. Gillian Doyle, 2011. "Media Economics and Regulation," Chapters,in: A Handbook of Cultural Economics, Second Edition, chapter 38 Edward Elgar Publishing.
    3. Artem A. Eremin, 2014. "The Effect of Advertising on Economic Growth in the USA from a New Methodological Perspective," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 3-14.
    4. M. Rimscha, 2013. "It’s not the economy, stupid! External effects on the supply and demand of cinema entertainment," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, pages 433-455.
    5. 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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