search query: @journal_id 1668 / total: 273
reference: 213 / 273
| Author: | O'Donovan, B. Rae, D. Grimes, A. |
| Title: | Determinants of advertising expenditures: aggregate and cross-media evidence |
| Journal: | International Journal of Advertising
2000 : VOL. 19:3, p. 317-334 |
| Index terms: | ADVERTISING EXPENDITURE NEW ZEALAND TELEVISION ADVERTISING |
| Language: | eng |
| Abstract: | Advertising expenditures account for 1 per cent of developed country GDP, having grown at an average real rate of 5 per cent p.a. over the 1980s. Trends in New Zealand have been similar to trends overseas. Hence analysis of the determinants of advertising in New Zealand should assist understanding of the determinants of advertising expenditures in other developed countries. The authors discuss changes in NZ's advertising industry and use a multi-equation co-integration framework to model the determinants of NZ advertising expenditure, both in total and across different media. |
SCIMA