Determinants of Advertising expenditures: aggregate and cross-media evidence

Advertising expenditures account for 1 per cent of developed country GDP, having grown at an average real rate of 5 per cent over the 1980s.

Determinants of Advertising Expenditures: Aggregate and CrossMedia Evidence

Brendan ODonovan The National Bank of New Zealand LtdDavid Rae Organisation of Economic Cooperation and DevelopmentArthur Grimes Institute of Policy Studies, Victoria University of Wellington

INTRODUCTION

Advertising expenditures account for approximately 1 per cent of GDP in the developed world (Waterson, 1992). They grew by an average 5 per cent p.a. in real terms over the 1980s. The advertising industry is therefore an important component of economic activity in its own right, as well as through its potential importance in affecting other economic aggregates (notably consumption). Given...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands