Abstract
The effect of advertising intensity in four media(television, radio, newspapers and magazines) on profitability is examined in this paper. Aprofitability model is tested using a unique 1993–1996panel data set of 350 Greek food manufacturing firms.Fixed effects results for the full model show thatonly television advertising increases profitabilitysignificantly. The results for eight major foodcategories estimated separately show importantdifferences between consumer and producer groups;television advertising effects on profitability arepositive and significant only in the consumerindustries where television advertising intensity ishigh. These findings show that television is the onlymedia where persuasive advertising exists in Greekfood manufacturing firms.
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