The determinants of advertising intensity in the brazilian manufacturing industry: an econometric study
نویسنده
چکیده
The paper econometrically investigates the determinants of advertising intensity in the manufacturing industry of São Paulo, Brazil in 1996 taking as reference an extensive survey carried out by Fundação SEADE. The preliminary investigation indicated a substantial degree of endogeneity in structure and performance variables. The instrumental variables estimation also considered instruments referring to information technology and organizational practices and indicated relevant roles for industrial concentration, barriers to entry, profitability and prevalence of durable goods in explaining advertising intensity. The results lend some support to an informative role of advertising in the Brazilian case. Resumo O trabalho investiga econometricamente os determinantes da intensidade de propaganda na indústria de transformação de São Paulo, Brasil em 1996 tomando como referência uma ampla pesquisa implementada pela Fundação SEADE. A investigação preliminar indicou um elevado grau de endogeneidade nas variáveis de estrutura e desempenho. A estimação por variáveis instrumentais considerou também instrumentos relacionados à tecnologia da informação e práticas organizacionais revelou papéis relevantes para a concentração industrial, barreiras à entrada, lucratividade e prevalência de bens duráveis na explicação da intensidade de propaganda. Os resultados fornecem algum suporte para um papel informativo da propaganda no caso brasileiro. Key-words advertising, structure-conductperformance. JEL Classification L29, L60
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