Resumo

CRUZ RODRIGUEZ, Ignacio Javier. Advertising economies of scale in large companies in Mexico 2008-2011. estud.gerenc. [online]. 2014, vol.30, n.130, pp.3-9. ISSN 0123-5923.

The objective of this paper is to analyze the impact of advertising by big companies in Mexico. By a quantification of sales-advertising elasticity at company level this article classifies advertising economies or diseconomies of scale. The results suggest the presence of advertising scale economies in Walmart and Telcel and advertising scale diseconomies for the rest. Finally, a discussion is presented on the advantages and disadvantages of the results.

Palavras-chave : Advertising economies of scale; Sales-advertising elasticity; Advertising intensity.

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