The Unbundling of Advertising Agency Services: An Economic Analysis

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2012-12-01 DOI:10.1515/1546-5616.1164

Mohammad Arzaghi, E. Berndt, James C. Davis, A. Silk

引用次数: 10

Abstract

Abstract We address a puzzle surrounding the shift from bundling to unbundling of U.S. advertising agency services and the slow pace of change over several decades. We model an agency’s decision as a tradeoff between the fixed cost to the advertiser of establishing a relationship with an agency and pecuniary economies of scale from media services provision. Using micro-data from the U.S. Census of Services for 1982-2007, we find agencies are more likely to unbundle with increasing size, diversification and higher media prices, and less likely with increasing age, larger media volume, and an interaction between media prices and volume.

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广告代理服务的拆分:一个经济学分析

摘要:我们解决了美国广告代理服务从捆绑到分捆绑的转变以及几十年来缓慢变化的困惑。我们将代理商的决策建模为广告主与代理商建立关系的固定成本与媒体服务提供的规模经济之间的权衡。利用1982-2007年美国服务普查的微观数据，我们发现代理商更有可能随着规模的增加、多样化和媒体价格的上涨而解除捆绑，而随着年龄的增加、媒体数量的增加以及媒体价格和数量之间的相互作用而减少捆绑的可能性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.