A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices across Industries
研究整合广告与传播文献中的媒体推荐，利用西班牙143个产品/服务的长时段数据，验证广告主是否遵循理论框架，并分析2008年经济危机和互联网兴起如何改变媒体预算分配。
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.