A panel data analysis of the determinants of advertising intensity in the Turkish manufacturing sector

This study investigates the determinants of advertising intensity using panel data on 66 four-digit Turkish manufacturing industries from 1993–1999. The results pooled OLS and fixed-effects regressions support a quadratic relationship between concentration: Advertising first increases with concentration ratio, when ratio rises above certain threshold, in decrease intensity. also indicate that more profitable faster-growing advertise intensively. Product durability, exporting intensity, sale consumer goods appear to be additional factors influencing However, evidence regarding these is not very strong.