Profitability and Media Advertising in Greek Food Manufacturing Industries

Profitability and Media Advertising in Greek Food Manufacturing Industries The effect of advertising intensity in four media(television, radio, newspapers and magazines) on profitability is examined in this paper. Aprofitability model is tested using a unique 1993–1996panel data set of 350 Greek food manufacturing firms.Fixed effects results for the full model show thatonly television advertising increases profitabilitysignificantly. The results for eight major foodcategories estimated separately show importantdifferences between consumer and producer groups;television advertising effects on profitability arepositive and significant only in the consumerindustries where television advertising intensity ishigh. These findings show that television is the onlymedia where persuasive advertising exists in Greekfood manufacturing firms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of Industrial Organization Springer Journals

Profitability and Media Advertising in Greek Food Manufacturing Industries

Loading next page...
 
/lp/springer_journal/profitability-and-media-advertising-in-greek-food-manufacturing-5CxbYRG0vM
Publisher
Kluwer Academic Publishers
Copyright
Copyright © 2001 by Kluwer Academic Publishers
Subject
Economics; Industrial Organization; Microeconomics
ISSN
0889-938X
eISSN
1573-7160
D.O.I.
10.1023/A:1026549424670
Publisher site
See Article on Publisher Site

Abstract

The effect of advertising intensity in four media(television, radio, newspapers and magazines) on profitability is examined in this paper. Aprofitability model is tested using a unique 1993–1996panel data set of 350 Greek food manufacturing firms.Fixed effects results for the full model show thatonly television advertising increases profitabilitysignificantly. The results for eight major foodcategories estimated separately show importantdifferences between consumer and producer groups;television advertising effects on profitability arepositive and significant only in the consumerindustries where television advertising intensity ishigh. These findings show that television is the onlymedia where persuasive advertising exists in Greekfood manufacturing firms.

Journal

Review of Industrial OrganizationSpringer Journals

Published: Oct 3, 2004

References

  • Market-Structure Determinants of National Brand-Private Label Price Differences of Manufactured Food Products
    Connor, J. M.; Peterson, E.
  • Advertising, Concentration and Profitability in Manufacturing
    Gisser, M.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve Freelancer

DeepDyve Pro

Price
FREE
$49/month

$360/year
Save searches from
Google Scholar,
PubMed
Create lists to
organize your research
Export lists, citations
Read DeepDyve articles
Abstract access only
Unlimited access to over
18 million full-text articles
Print
20 pages/month
PDF Discount
20% off