Abstract
This study is an empirical examination of the diffusion of the use of network television advertising by manufacturing firms. The results indicate that manufacturers of consumer goods were likely to make use of television advertising sooner than manufacturers of producer goods and that, among producers of consumer goods, those producing more easily differentiable products were likely to adopt sooner than those producing more standardized products. Manufacturers of products sold in larger geographic markets were found to adopt sooner than those producing products sold in smaller markets. Larger market share was also found to induce earlier adoption of television advertising.
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Butler, M.R. The diffusion of television advertising. Rev Ind Organ 6, 283–290 (1991). https://doi.org/10.1007/BF00378127
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DOI: https://doi.org/10.1007/BF00378127