A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries

Salvador Del Barrio-García (), Wagner A. Kamakura and Teodoro Luque-Martínez

Journal of Interactive Marketing, 2019, vol. 45, issue C, 1-15

Abstract: The advertising literature and communications literature offer many (sometimes conflicting) media recommendations for the different types of products and services. We attempt to consolidate these media recommendations into a unifying theory-based framework, and utilize longitudinal media-budget data for 143 products/services in a major media market (Spain) to verify whether advertisers have conformed to the prescriptions derived from this framework. We also use this long cross-product history of media-budget allocations to study how advertisers reacted to economic (the Great Recession of 2008) and technological (the emergence of the Internet as an advertising medium) shifts in their media allocations.

Keywords: Advertising; Media budget; Media choices; Internet; Economic recession (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996818300331
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:45:y:2019:i:c:p:1-15

DOI: 10.1016/j.intmar.2018.05.004

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().