Publications
Publications
- 2021
- Foundations and Trends® in Marketing
Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era
By: Alvin J. Silk and Ernst R. Berndt
Abstract
The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications technologies. As the media composition of advertising has changed in the last century for both local and national advertising—from newspapers, outdoor and radio advertising to network and cable television, and most recently to internet and digital media—so too has been transformed the very concept of advertising, its functionality and its measurement.
Keywords
Industry Evolution; Advertising; Spending; Measurement and Metrics; Mathematical Methods; Media; Advertising Industry; United States
Citation
Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era." Foundations and Trends® in Marketing 15, no. 1 (2021): 1–85.