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- Title
HAVE WE A DECLINE IN ADVERTISING APPROPRIATIONS?
- Authors
Myers, Kenneth H.
- Abstract
Are advertising appropriations, as related to share of national income, at an all-time high? Most advertising men say "yes" without hesitation. But this is not true, as a distinguished business historian demonstrates in this article. Actually advertising's current share of national income is lower than in any decade from the 1890's through the 1930's. The author points out that this phenomenon is related to the fact that advertising expenditures in constant dollars go farther than thirty years ago. In fact, they result in 2½ times greater per capita exposure to advertising.
- Subjects
UNITED States; ADVERTISING spending; NATIONAL income accounting; FLOW of funds; PUBLIC spending; ADVERTISING &; economics; INDUSTRIAL policy; STRATEGIC planning &; economics; MASS media &; business; MASS media &; economics; MARKETING; ADVERTISING media planning; ECONOMICS; ACCOUNTING
- Publication
Journal of Marketing, 1959, Vol 23, Issue 4, p370
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1247405