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http://dx.doi.org/10.14400/JDC.2014.12.9.111

A Study on the prediction of Advertising Expenditure  

Han, Sangpil (Department of Advertising and PR, Hanyang University)
Yu, Seung Yeob (Department of Advertising and PR, Namseoul University)
Publication Information
Journal of Digital Convergence / v.12, no.9, 2014 , pp. 111-121 More about this Journal
Abstract
This study is designed to predict the total ad expenditure of Korea, and six media ad expenditures in 5 years based on the past 20 years ad expenditure date. We use annual data published by Cheil Worldwide advertising data analysis. Time series, SUR method, exponential smoothing method and regression analysis were used for exploring the data. The results showed that the total advertising expenditure in 2018 is predicted to 10,873 billion wons. On the basis of the findings, implications are discussed for academicians as well as practitioners.
Keywords
advertising industry; advertising expenditure; media advertising; quantitative model; advertising expenditure;
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