Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/88464
Authors: 
Gambaro, Marco
Puglisi, Riccardo
Year of Publication: 
2013
Series/Report no.: 
24th European Regional Conference of the International Telecommunication Society, Florence, Italy, 20-23 October 2013
Abstract: 
During the last decade the internet has been the fastest growing segment in advertising. Exploiting Nielsen data, we analyze the advertising pattern displayed by the population of organizations (i.e. companies, non-profit institutions and public entities) that were active on the Italian national market during the period 2005-2009. Some reduced form evidence shows that - during this time period - smaller firms increased their ads investment on newspapers, magazines cinema comparatively more than larger firms. Radio and the internet display an opposite pattern, whereas are larger firms increasing their expenses more than smaller firms. In the lack of firmspecific output data, we also estimate a homothetic advertising cost function for different subsets of the sample. We find that media segments are (loose) substitutes, in that the estimated cross-price elasticities are positive but decidedly less than one.
Subjects: 
Advertising
Internet
Media Substitution
JEL: 
L2
L82
L86
Document Type: 
Conference Paper

Files in This Item:
File
Size
134.02 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.