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| AA00260481-19990000-00737462
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AA00260481-19990000-00737462.pdf
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:application/pdf |
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:948.1 KB
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| Last updated |
:Sep 12, 2019 |
| Downloads |
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Total downloads since Sep 12, 2019 : 1191
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| Title |
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Advertising and social indicators : a reappraisal after two decades
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| Creator |
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清水, 猛
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| Kana |
シミズ, タケシ
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Shimizu, Takeshi
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| Affiliation |
Keio University
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Society of Business and Commerce, Keio University
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| Date |
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1999
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| Source Title |
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Keio business review
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37(1999)
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| Start page |
A1
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| End page |
A12
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| Abstract |
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.
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| Keyword |
| principal component analysis
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| multiple regression analysis
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| area developmental stages model
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| retail labor productivity
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| History |
| Mar 14, 2008 | | フリーキーワード, キーワード を変更 |
| Mar 17, 2008 | | タイトル, フリーキーワード, タイトル タイトル, キーワード を変更 |
| Nov 25, 2008 | | フリーキーワード, 巻, 年, キーワード を変更 |
| Nov 25, 2008 | | フリーキーワード, 出版年, キーワード を変更 |
| Sep 12, 2019 | | 上位タイトル 年 を変更 |
| Sep 12, 2019 | | 日付 出版年(from:yyyy),日付 出版年(to:yyyy),上位タイトル 巻,上位タイトル 年 を変更 |
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