Abstract
Relative to market size, would one expect advertising expenditures to be higher or lower in the developing countries as compared with the more developed countries? This paper discusses some features of the marketing environment in the developing countries in order to clarify some of the conceptual issues which advertising raises for optimizing marketing and public policy decisions in the LDCs. In addition, new measures of advertising intensity in less developed and more developed countries are presented. These provide an empirical basis for international comparisons of advertising-sales ratios as between more developed and less developed countries.
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*Nathaniel H. Leff is Professor of Business Economics and International Business at the Columbia University Graduate School of Business. He holds degrees from Harvard, Columbia, and M.I.T. Professor Leff has published books and articles in the fields of economic development and international investment.
**John U. Farley is a Professor at the Graduate School of Business at Columbia University and a member of the Faculty of International Affairs. He is section Editor for International Marketing of the Journal of Marketing and has published widely in marketing, and in the management and behavioral sciences.
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Leff, N., Farley, J. Advertising Expenditures in the Developing World. J Int Bus Stud 11, 64–78 (1980). https://doi.org/10.1057/palgrave.jibs.8490605
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DOI: https://doi.org/10.1057/palgrave.jibs.8490605