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Economic Growth and Advertising Expenditures in Different Media in Different Countries
Jönköping University, Jönköping International Business School, JIBS, Economics. Jönköping University, Jönköping International Business School, JIBS, Media, Management and Transformation Centre (MMTC).
2008 (English)In: Journal of Media Economics, ISSN 0899-7764, E-ISSN 1532-7736, Vol. 21, no 1, p. 28-52Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2008. Vol. 21, no 1, p. 28-52
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Economics and Business
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URN: urn:nbn:se:hj:diva-9838DOI: 10.1080/08997760701806827OAI: oai:DiVA.org:hj-9838DiVA, id: diva2:231830
Available from: 2009-08-18 Created: 2009-08-18 Last updated: 2017-12-13Bibliographically approved

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Picard, Robert G

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