Intermedia Substitutability and Market Demand by National Advertisers
Alvin Silk, Lisa Klein, Ernst Berndt
Intermedia substitutability, national advertising,
Holding Company Cost Economies in the Global Advertising and Marketing Services Business
We assess size and scope-related economies in the global advertising and marketing services business. A translog cost function is employed wherein a firm's costs vary according to its scale and two...
Andre Bonfrer, Ernst R. Berndt, Alvin Silk
We investigate the theoretical possibility and empirical regularity of two troublesome anomalies that frequently arise when cross-price elasticities are estimated for a set of brands expected to be...
Economic Factors Underlying the Unbundling of Advertising Agency Services
Mohammad Arzaghi, Ernst Berndt, James Davis, Alvin Silk
This paper addresses a longstanding puzzle involving the unbundling of services that has occurred over more than two decades in the U.S. advertising agency industry: How can the shift from the...
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau’s quinquennial Economic Census and the Service Annual...