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The expansion of broadcast media in the Netherlands: Effects on the advertising expenditures

Date of publication: June 15, 1991

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Karel Jan Alsem, Jan C. Reuyl

Abstract:

In consumer markets, predictions of the demand for new products are often made using intention surveys. The applications of intention surveys on industrial markets, however, are rather limited. This study shows, how an intention survey can be applied to predict the effects of a new entrant into an industrial market. Predictions are made of advertising expenditures in the Netherlands after the introduction of private broadcasting.

Karel Jan Alsem

Author

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Jan C. Reuyl

Author

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Alsem and Reuyl (1991a, June 15). The expansion of broadcast media in the Netherlands: Effects on the advertising expenditures. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/measuring-the-complementary-effects-of-online-and-offline-media