THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE

Detalhes bibliográficos
Autor(a) principal: Pesavento, Fábio
Data de Publicação: 2016
Outros Autores: Marques, André de Mattos
Tipo de documento: Artigo
Idioma: por
Título da fonte: Análise Econômica (Online)
Texto Completo: https://seer.ufrgs.br/index.php/AnaliseEconomica/article/view/46759
Resumo: In recent years, the growth of the Brazilian advertising market is remarkable. However there are few studies that seek a broader understanding of this dynamic. Traditionally, the Principle of Relative Constancy (PCR) is used, which establishes a relationship between the performance of GDP and advertising expenditures. For the period analyzed (1997-2010), the PCR did not find empirical support. For further analysis, we used the Principal Components Analysis in order to measure the influence of other macroeconomic factors on the performance of the Brazilian advertising market. The results suggest that the dynamics of domestic/external (associated with industrial expansion and falling unemployment) explains 41% of the total variability of the data, that being the main explanation for the expenditure on advertising in the period.
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spelling THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLEO MERCADO PUBLICITÁRIO NO BRASIL E SEUS DETERMINANTES MACROECONÔMICOS: UM ESTUDO A PARTIR DO PRINCÍPIO DA CONSTÂNCIA RELATIVAMacroeconomic factorsAdvertisingprincipal component analysisBrazilian economyM21M37M38Fatores macroeconômicosDespesas com propagandaAnálise de componentes principaisEconomia brasileiraM21M37M38In recent years, the growth of the Brazilian advertising market is remarkable. However there are few studies that seek a broader understanding of this dynamic. Traditionally, the Principle of Relative Constancy (PCR) is used, which establishes a relationship between the performance of GDP and advertising expenditures. For the period analyzed (1997-2010), the PCR did not find empirical support. For further analysis, we used the Principal Components Analysis in order to measure the influence of other macroeconomic factors on the performance of the Brazilian advertising market. The results suggest that the dynamics of domestic/external (associated with industrial expansion and falling unemployment) explains 41% of the total variability of the data, that being the main explanation for the expenditure on advertising in the period.Nos últimos anos, o crescimento do mercado publicitário brasileiro é notável, contudo não se encontram estudos que busquem uma compreensão mais ampla dessa dinâmica. Tradicionalmente, emprega-se o Principio da Constância Relativa (PCR), o qual estabelece uma relação entre o desempenho do PIB e os gastos com propaganda. Para o período analisado (1997-2010), o PCR não encontrou suporte empírico. Para aprofundar a análise, empregou-se a Análise de Componentes Principais a fim de mensurar a influência de outros fatores macroeconômicos sobre o desempenho do mercado publicitário brasileiro. Os resultados sugerem que a dinâmica do mercado interno/externo (associado à expansão industrial e à queda do desemprego) explica 41% da variabilidade total dos dados, constituindo a principal explicação para as despesas em propaganda no período.UFRGS2016-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/AnaliseEconomica/article/view/4675910.22456/2176-5456.46759Análise Econômica; Vol. 34 No. 66 (2016): setembro de 2016Análise Econômica; v. 34 n. 66 (2016): setembro de 20162176-54560102-9924reponame:Análise Econômica (Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/AnaliseEconomica/article/view/46759/38616Copyright (c) 2019 Análise Econômicainfo:eu-repo/semantics/openAccessPesavento, FábioMarques, André de Mattos2016-09-02T01:38:38Zoai:seer.ufrgs.br:article/46759Revistahttps://seer.ufrgs.br/index.php/AnaliseEconomicaPUBhttps://seer.ufrgs.br/index.php/AnaliseEconomica/oai||rae@ufrgs.br2176-54560102-9924opendoar:2016-09-02T01:38:38Análise Econômica (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
O MERCADO PUBLICITÁRIO NO BRASIL E SEUS DETERMINANTES MACROECONÔMICOS: UM ESTUDO A PARTIR DO PRINCÍPIO DA CONSTÂNCIA RELATIVA
title THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
spellingShingle THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
Pesavento, Fábio
Macroeconomic factors
Advertising
principal component analysis
Brazilian economy
M21
M37
M38
Fatores macroeconômicos
Despesas com propaganda
Análise de componentes principais
Economia brasileira
M21
M37
M38
title_short THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
title_full THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
title_fullStr THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
title_full_unstemmed THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
title_sort THE ADVERTISING MARKET IN BRAZIL AND ITS MACROECONOMIC DETERMINANTS: A STUDY BASED ON THE RELATIVE CONSTANCY PRINCIPLE
author Pesavento, Fábio
author_facet Pesavento, Fábio
Marques, André de Mattos
author_role author
author2 Marques, André de Mattos
author2_role author
dc.contributor.author.fl_str_mv Pesavento, Fábio
Marques, André de Mattos
dc.subject.por.fl_str_mv Macroeconomic factors
Advertising
principal component analysis
Brazilian economy
M21
M37
M38
Fatores macroeconômicos
Despesas com propaganda
Análise de componentes principais
Economia brasileira
M21
M37
M38
topic Macroeconomic factors
Advertising
principal component analysis
Brazilian economy
M21
M37
M38
Fatores macroeconômicos
Despesas com propaganda
Análise de componentes principais
Economia brasileira
M21
M37
M38
description In recent years, the growth of the Brazilian advertising market is remarkable. However there are few studies that seek a broader understanding of this dynamic. Traditionally, the Principle of Relative Constancy (PCR) is used, which establishes a relationship between the performance of GDP and advertising expenditures. For the period analyzed (1997-2010), the PCR did not find empirical support. For further analysis, we used the Principal Components Analysis in order to measure the influence of other macroeconomic factors on the performance of the Brazilian advertising market. The results suggest that the dynamics of domestic/external (associated with industrial expansion and falling unemployment) explains 41% of the total variability of the data, that being the main explanation for the expenditure on advertising in the period.
publishDate 2016
dc.date.none.fl_str_mv 2016-09-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/AnaliseEconomica/article/view/46759
10.22456/2176-5456.46759
url https://seer.ufrgs.br/index.php/AnaliseEconomica/article/view/46759
identifier_str_mv 10.22456/2176-5456.46759
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/AnaliseEconomica/article/view/46759/38616
dc.rights.driver.fl_str_mv Copyright (c) 2019 Análise Econômica
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Análise Econômica
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFRGS
publisher.none.fl_str_mv UFRGS
dc.source.none.fl_str_mv Análise Econômica; Vol. 34 No. 66 (2016): setembro de 2016
Análise Econômica; v. 34 n. 66 (2016): setembro de 2016
2176-5456
0102-9924
reponame:Análise Econômica (Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str Análise Econômica (Online)
collection Análise Econômica (Online)
repository.name.fl_str_mv Análise Econômica (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ||rae@ufrgs.br
_version_ 1799766267499905025

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