Academic journal article Public Relations Journal

Expenditures: Healthy Increases the Rule

Academic journal article Public Relations Journal

Expenditures: Healthy Increases the Rule

Article excerpt

Corporate advertising expenditures: Healthy increases the rule

The value of corporate advertising is borne out by its continued growth, outpacing advertising as a whole. For 18 years now, Public Relations Journal has been tracking trends in corporate and professional organization advertising expenditures.

The 1988 figures compiled by Leading National Advertisers/Arbitron Multi-Media Service show increases in companies' corporate advertising media expenditures overall, with gains in magazines, network TV and cable TV more than offsetting declines in spot and syndicated TV and a major drop (34.4%) in radio expenditures. Network TV spending, which surpassed magazines for the first time in 1987, increased its lead in 1988. Overall, corporate ad expenditures were up 6 percent from 1987, to $1.25 million.

Professional associations showed even more consistent rises in corporate ad spending overall (up 9 percent from 1987, to $1.21 million) and in every medium except outdoor advertising. The most notable jump was in cable TV (up 6 percent).

Comparing the list of the top 10 nine-media corporate advertisers for this year with 1987's list, Citicorp, K Mart and Macy Acquiring Corp. replaced Prudential Insurance, Chrysler and U.S. Sprint. The only change in the corresponding list of association spenders was the entry of the Chrysler Corporation Dealer Association and the exit of its Nissan counterpart. …

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