(Universidad Icesi, 2014-01-01) Cruz Rodríguez, Ignacio Javier
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
