Advertising Expenditures in the Developing World

Nathaniel H Leff and John U Farley
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Nathaniel H Leff: Columbia University
John U Farley: Columbia University

Journal of International Business Studies, 1980, vol. 11, issue 2, 64-78

Abstract: Relative to market size, would one expect advertising expenditures to be higher or lower in the developing countries as compared with the more developed countries? This paper discusses some features of the marketing environment in the developing countries in order to clarify some of the conceptual issues which advertising raises for optimizing marketing and public policy decisions in the LDCs. In addition, new measures of advertising intensity in less developed and more developed countries are presented. These provide an empirical basis for international comparisons of advertising-sales ratios as between more developed and less developed countries.© 1980 JIBS. Journal of International Business Studies (1980) 11, 64–78

Date: 1980
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