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Advertising Expenditures in the Developing World

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  • Nathaniel H Leff

    (Columbia University)

  • John U Farley

    (Columbia University)

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.© 1980 JIBS. Journal of International Business Studies (1980) 11, 64–78

Suggested Citation

  • Nathaniel H Leff & John U Farley, 1980. "Advertising Expenditures in the Developing World," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 11(2), pages 64-78, June.
    • Handle: RePEc:pal:jintbs:v:11:y:1980:i:2:p:64-78
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    Cited by:

    1. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.
    2. David A. Griffith & Hannah S. Lee & Goksel Yalcinkaya, 2023. "Understanding the relationship between advertising spending and happiness at the country level," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(1), pages 128-150, February.

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