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

Date of publication: June 15, 1991

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.

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