The split account system and Japan's advertising industry

Article Abstract:

The ways in which Japanese advertisers divide their accounts among at least two different agencies by media, product or product and media is considered. It is argued that the split account system brings financial benefits for agencies.

Management, Finance

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Determinants of advertising expenditures: Aggregate and cross-media evidence

Article Abstract:

Changes in the advertising industry in New Zealand are examined and the determinants of its expenditure are modeled using a multi-equation, co-integration framework.

New Zealand

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Perceptions of negative political advertising: meaningful or menacing? An empirical study of the 1997 British General Election campaign

Article Abstract:

Approaches to the segmentation of political advertising are discussed. The need to consider the implications of negative advertising is highlighted.

Research, Political advertising

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