Spillovers, Efficiency, and Productivity Growth in Advertising
构建了一个理论框架，用于分析广告效率和溢出效应对广告生产率增长的影响，并应用于希腊肉类加工企业1983-2008年的数据，发现配置效率、规模经济是主要驱动因素。
We develop a tractable theoretical framework for analyzing the effect of advertising efficiency and spillovers on productivity growth in advertising. Maintaining the separability assumption between sales and production technology, the proposed methodology relies on sales cost function decomposition of advertising productivity and the duality between media distance and sales cost functions. Utilizing a flexible Translog distance function, the methodology is applied to the advertising activity of meat processing firms in Greece during 1983‐2008. Changes in allocative efficiency, scale economies, and, to a lesser extent, technical change and advertising spillovers were the most important drivers of productivity growth during the period analyzed.