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The Impact of Scale and Media Mix on Advertising Agency Costs

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  • Schmalensee, Richard
  • Silk, Alvin J
  • Bojanek, Robert

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  • Schmalensee, Richard & Silk, Alvin J & Bojanek, Robert, 1983. "The Impact of Scale and Media Mix on Advertising Agency Costs," The Journal of Business, University of Chicago Press, vol. 56(4), pages 453-475, October.
    • Handle: RePEc:ucp:jnlbus:v:56:y:1983:i:4:p:453-75
    DOI: 10.1086/296212
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    References listed on IDEAS

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    1. Davidson, Russell & MacKinnon, James G, 1981. "Several Tests for Model Specification in the Presence of Alternative Hypotheses," Econometrica, Econometric Society, vol. 49(3), pages 781-793, May.
    2. George J. Stigler, Chairman, Universities-National Bureau Committee for Economic Research, 1955. "Business Concentration and Price Policy," NBER Books, National Bureau of Economic Research, Inc, number univ55-1.
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    Cited by:

    1. Arzaghi Mohammad & Berndt Ernst R. & Davis James C. & Silk Alvin J., 2012. "The Unbundling of Advertising Agency Services: An Economic Analysis," Review of Marketing Science, De Gruyter, vol. 10(1), pages 1-55, December.
    2. Mohammad Arzaghi & Ernst R. Berndt & James C. Davis & Alvin J. Silk, 2008. "Economic Factors Underlying the Unbundling of Advertising Agency Services," NBER Working Papers 14345, National Bureau of Economic Research, Inc.
    3. Sharon Horsky, 2006. "The Changing Architecture of Advertising Agencies," Marketing Science, INFORMS, vol. 25(4), pages 367-383, 07-08.
    4. Andrew von Nordenflycht, 2011. "Firm Size and Industry Structure Under Human Capital Intensity: Insights from the Evolution of the Global Advertising Industry," Organization Science, INFORMS, vol. 22(1), pages 141-157, February.
    5. Alvin J. Silk & Ernst R. Berndt, 1994. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 3(3), pages 437-480, September.
    6. Sharon Horsky & Steven C. Michael & Alvin J. Silk, 2008. "The Internalization of Advertising Services: An Inter-IndustryAnalysis," Harvard Business School Working Papers 09-007, Harvard Business School.
    7. Alvin J. Silk & Ernst R. Berndt, 2003. "Scale and Scope Economies in the Global Advertising and Marketing Services Business," NBER Working Papers 9965, National Bureau of Economic Research, Inc.
    8. Mohammad Arzaghi, 2005. "Quality Sorting and Networking: Evidence from the Advertising Agency Industry," Working Papers 05-16, Center for Economic Studies, U.S. Census Bureau.
    9. Y. Sekou Bermiss & Johann P. Murmann, 2015. "Who matters more? The impact of functional background and top executive mobility on firm survival," Strategic Management Journal, Wiley Blackwell, vol. 36(11), pages 1697-1716, November.
    10. Silk, Alvin J. & Berndt, Ernst R., 1990. "Scale and scope effects on advertising agency costs," Working papers 3204-90., Massachusetts Institute of Technology (MIT), Sloan School of Management.

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