Return to search

The Demand for Advertising on Television: What Guides Firms' Decisions and How Their Choices Change During Highly Rated Telecasts

Thesis advisor: Julie Holland Mortimer / Television ads have become as much a part of watching TV as the programs themselves. They are such a ubiquitous component of network and cable television that they have developed their own sub-culture; popular commercials get brought up in conversation, and many commercial actors become famous for portraying their respective characters. For how prevalent television advertising is and always has been, though, it’s amazing how little is known about advertiser demand. While many academics have conducted studies on the effects of advertising, little research has been steered towards understanding why advertisers choose to advertise when they do, especially within the context of advertising on TV. My research revolves around answering this question, as I attempt to establish patterns that can predict when firms will choose to advertise. By looking at data on past advertising trends, I try to find a sense of consistency across firms and across industries and then use that information to analyze and explain any observed changes in behavior during highly rated telecasts. / Thesis (BA) — Boston College, 2016. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Departmental Honors. / Discipline: Economics.

Identiferoai:union.ndltd.org:BOSTON/oai:dlib.bc.edu:bc-ir_106764
Date January 2016
CreatorsStein, Peter J.
PublisherBoston College
Source SetsBoston College
LanguageEnglish
Detected LanguageEnglish
TypeText, thesis
Formatelectronic, application/pdf
RightsCopyright is held by the author, with all rights reserved, unless otherwise noted.

Page generated in 0.0018 seconds