Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era

ISBN-13: 9781680838725 / Angielski / Miękka / 2021 / 98 str.

Alvin J. Silk; Ernst R. Berndt

Spis treści

• 1. Introduction
• 2. Historical Background
• 3. The U.S. Advertising Industry: Vertical Structure and Aggregate Measures of Spending
• 4. Advertising Media Cost Indices
• 5. Analysis of Nominal Aggregate Advertising Spending: Framework
• 6. Econometric Methods
• 7. Empirical Results
• 8. Discussion
• 9. Concluding Remarks
• Acknowledgments
• References