Advertising and social indicators : a reappraisal after two decades

スポンサーリンク

概要

• 論文の詳細を見る

• This paper presents a new type of social indicator analysis in order to determine the relation between society and advertising cost. First, through principal component analysis, each prefecture as a regional society will be represented by three synthetic social indicators, categorized as urbanization, saturation and pettiness. Then, we will examine the relation between these three indicators and the advertising. Based on a three-term analysis over a period of about 20 years, we will trace changes in the properties in each prefecture, thereby building a model for area developmental stages that can explain and predict changes in advertising cost. This paper proposes that this new analytical method can be applied not only to advertising, but also to marketing in general.

• 慶應義塾大学の論文

著者

• Shimizu Takeshi

  Professor Of Marketing Keio University

• 清水 猛

  Professor of Marketing, Keio University

関連論文

• Advertising and social indicators : a reappraisal after two decades

スポンサーリンク