We assess substitutable and complementary relationships among eight national advertising media classes, as well as the magnitude of their own-price elasticities. We use a translog demand model, whose parameters we estimate by three-stage least squares, based on 1960-94 annual U.S. data.We find...

This paper addresses a longstanding puzzle involving the unbundling of services that has occurred over more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the slow pace of change?...

We assess size and scope-related economies in the global advertising and marketing services business. A translog cost function is employed wherein a firm's costs vary according to its scale and two dimensions of the scope of its operations. Parameters of the model are estimated via three stage...

How important are economies of scale and scope in advertising agency operations? This paper reports an econometric study undertaken to address this question. Cost models are formulated which represent how the principal component of agency costs, employment level, varies according to the mix of...

We assess size and scope-related economies in the global advertising and marketing services business. A translog cost function is employed wherein a firm’s costs vary according to its scale and two dimensions of the scope of its operations. One dimension of firm scope relates to how its...

This paper is concerned with the problem of measuring market response to a "communications mix"--the various means which a firm employs to transmit sales messages to potential buyers. Distributed lag models are applied to time series data for an ethical drug to estimate the short-run,...