Home > Research > Publications & Outputs > Historical impact of technological change on th...

Electronic data

  • Yildirim_Gokhan_TFSC_paper

    Rights statement: This is the author’s version of a work that was accepted for publication in Technological Forecasting and Social Change. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Technological Forecasting and Social Change, 100, 2015 DOI: 10.1016/j.techfore.2015.07.018

    Accepted author manuscript, 373 KB, PDF document

    Available under license: CC BY-NC-ND: Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

Links

Text available via DOI:

View graph of relations

Historical impact of technological change on the US mass media advertising expenditure

Research output: Contribution to journalJournal articlepeer-review

Published

Standard

Historical impact of technological change on the US mass media advertising expenditure. / Esteban-Bravo, Mercedes ; Vidal-Sanz, Jose M. ; Yildirim, Gokhan.

In: Technological Forecasting and Social Change, Vol. 100, 11.2015, p. 306-316.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Esteban-Bravo, M, Vidal-Sanz, JM & Yildirim, G 2015, 'Historical impact of technological change on the US mass media advertising expenditure', Technological Forecasting and Social Change, vol. 100, pp. 306-316. https://doi.org/10.1016/j.techfore.2015.07.018

APA

Esteban-Bravo, M., Vidal-Sanz, J. M., & Yildirim, G. (2015). Historical impact of technological change on the US mass media advertising expenditure. Technological Forecasting and Social Change, 100, 306-316. https://doi.org/10.1016/j.techfore.2015.07.018

Vancouver

Esteban-Bravo M, Vidal-Sanz JM, Yildirim G. Historical impact of technological change on the US mass media advertising expenditure. Technological Forecasting and Social Change. 2015 Nov;100:306-316. https://doi.org/10.1016/j.techfore.2015.07.018

Author

Esteban-Bravo, Mercedes ; Vidal-Sanz, Jose M. ; Yildirim, Gokhan. / Historical impact of technological change on the US mass media advertising expenditure. In: Technological Forecasting and Social Change. 2015 ; Vol. 100. pp. 306-316.

Bibtex

@article{7af58304d03f4c88b681078ce8c3f7e9,
title = "Historical impact of technological change on the US mass media advertising expenditure",
abstract = "Historically, the U.S. advertising industry has been experiencing enormous movements as a result of rapid advances in the media technology and the business cycle. In this paper, we study the historical behavior of the U.S. advertising industry, correcting for inflation. We find that the introduction of new media cause structural breaks in the mean growth rates of advertising expenditure for the incumbent media. In addition, we find that random components of media advertising spending follow a long-term equilibrium where the cross-elasticities across newer and older media can show substitution or complementarity patterns depending on the type of audience. We examine the influence of the economic conditions on the aggregated advertising expenditure, and on each media spending. We also measure the impact of the recent takeoff in mobile advertising.",
keywords = "Media, Advertising expenditure, Structural breaks, Cointegration",
author = "Mercedes Esteban-Bravo and Vidal-Sanz, {Jose M.} and Gokhan Yildirim",
note = "This is the author{\textquoteright}s version of a work that was accepted for publication in Technological Forecasting and Social Change. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Technological Forecasting and Social Change, 100, 2015 DOI: 10.1016/j.techfore.2015.07.018",
year = "2015",
month = nov,
doi = "10.1016/j.techfore.2015.07.018",
language = "English",
volume = "100",
pages = "306--316",
journal = "Technological Forecasting and Social Change",
issn = "0040-1625",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - Historical impact of technological change on the US mass media advertising expenditure

AU - Esteban-Bravo, Mercedes

AU - Vidal-Sanz, Jose M.

AU - Yildirim, Gokhan

N1 - This is the author’s version of a work that was accepted for publication in Technological Forecasting and Social Change. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Technological Forecasting and Social Change, 100, 2015 DOI: 10.1016/j.techfore.2015.07.018

PY - 2015/11

Y1 - 2015/11

N2 - Historically, the U.S. advertising industry has been experiencing enormous movements as a result of rapid advances in the media technology and the business cycle. In this paper, we study the historical behavior of the U.S. advertising industry, correcting for inflation. We find that the introduction of new media cause structural breaks in the mean growth rates of advertising expenditure for the incumbent media. In addition, we find that random components of media advertising spending follow a long-term equilibrium where the cross-elasticities across newer and older media can show substitution or complementarity patterns depending on the type of audience. We examine the influence of the economic conditions on the aggregated advertising expenditure, and on each media spending. We also measure the impact of the recent takeoff in mobile advertising.

AB - Historically, the U.S. advertising industry has been experiencing enormous movements as a result of rapid advances in the media technology and the business cycle. In this paper, we study the historical behavior of the U.S. advertising industry, correcting for inflation. We find that the introduction of new media cause structural breaks in the mean growth rates of advertising expenditure for the incumbent media. In addition, we find that random components of media advertising spending follow a long-term equilibrium where the cross-elasticities across newer and older media can show substitution or complementarity patterns depending on the type of audience. We examine the influence of the economic conditions on the aggregated advertising expenditure, and on each media spending. We also measure the impact of the recent takeoff in mobile advertising.

KW - Media

KW - Advertising expenditure

KW - Structural breaks

KW - Cointegration

U2 - 10.1016/j.techfore.2015.07.018

DO - 10.1016/j.techfore.2015.07.018

M3 - Journal article

VL - 100

SP - 306

EP - 316

JO - Technological Forecasting and Social Change

JF - Technological Forecasting and Social Change

SN - 0040-1625

ER -