Current issue: 56(4)
Under compilation: 57(1)
This paper concentrates on analysing advertising of building materials used in residential, agricultural and factory building, power station construction, warehouse building and the joinery industry in Great Britain, concentrating on advertising to consumers, including architects, engineers, building entrepreneurs, farmers and do-it-yourself practitioners. The material is based on questionnaires answered by 8 professionals of the field, and assessment of two leading English paper in the field of construction in January 1 – June 30, 1959.
It was concluded that forest products were clearly less advertised than other building materials. The unweight average degree of advertising of all forest products was. 1.7, while the score was 2.6 for other materials. Of the different forest products stand out advertising of plywood and sawn good. The most extensively advertised materials were metals, concrete and cement, and some covering materials. Forest products accounted only ¼ of the advertising space in the publications.
The most important media used in advertising building materials were trade journals, calendars and yearbooks, courses and lectures, exhibitions and fares and direct advertising. The most important audience of advertising were architects, followed by the entrepreneurs. It is suggested that the advertising of Finnish products in Great Britain might be best organized by placing it in the hands of two organizations: the sales organisation and a separate body for advertising. The producers would manage the advertising of individual brands to sales level, while the other levels (agents, importers, merchants) would manage the joint advertising of the forest products to the lower sales levels and consumers. A Finnish market research and information offices might be established in Great Britain.
The PDF includes a summary in Finnish.
Factors determining newsprint consumption in Finland in 1960–1986 were analysed. An econometric recursive multi-equation model describing the structure of the newspaper industry was formulated and estimated to obtain information on direct factors influencing newsprint demand. Short-term and long-term demand elasticities for newspapers and newspaper advertising were estimated.
The results indicate that the main factors affecting newsprint consumption are total circulation of newspapers, volume of newspaper advertising and the change in newsprint substance weight. Total newspaper circulation was found to depend on the rate of household formation and real household income changes. Demand for newspapers was shown to be price-inelastic. Structural analysis indicates that income elasticity of newspaper demand has increased slightly over time.
The volume of newspaper advertising was shown to affect newsprint consumption via the effects on pagination. Newspaper and television advertising were found to be independent of each other. The impact of the reduction in the basis weight was found to be substantial. The estimation of long-term elasticities of demand for newspapers and newspaper advertising using dynamic models revealed that demand rigidities exist.
The case study of Finland proposes three reasons why newsprint demand has not shown clear signs of reaching a saturation level. First, although population growth has stagnated in major consuming countries, the number of households has been increasing continuously. Second, income elasticity of newspaper demand does not show a declining trend. Third, the main driving force behind the buoyant demand is the resurgence of demand for newspaper as an advertising medium. In forecasting newsprint consumption, in addition to projections of economic growth, attention must be paid to the rate of household formation, the development of the advertising sector, the factors affecting competition between alternative media and the resulting media-mix in advertising, and changes in the substantial weight.
The PDF includes a summary in Finnish