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

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.

Brand strategy scope and advertising spending: The more the better?

“…The Internet is the only medium with a growing trend in terms of advertising investment becoming, in the last year, the medium in which the hotel sector invests the most. The evolution of hotel advertising investment is similar to that reported for the whole Spanish advertising market by Del Barrio et al (2019), who show that printed media was the most affected by the growth of the Internet as an advertising medium.…”

Analysis of effective recall in radio advertising

“…Do all media draw attention to advertising equally? Each advertising medium offers different levels of control over the exposure to advertising by the receiver and it is important to study separately how each medium influences advertising effectiveness (Del Barrio-Garc ıa et al, 2019).…”

“…In recent years, the media planning industry has experienced significant growth in the use of frequency optimization models based primarily on cost per exposure. This leaves out many qualitative factors of the ad receiver such as age, prior knowledge of the brand, or previous use of the product (Riebe and Dawes, 2006;Del Barrio-Garc ıa et al, 2019) but also qualitative factors of the medium that lead to lower number of exposures to be effective (Makienko, 2012).…”