A comparative analysis of advertising in developed and less developed countries – further evidence

This paper provides additional empirical evidence on the controversy between the temporal lag and globalisation theories of advertising. In an earlier work, we suggested, by analysing data from both developed and less developed countries for 1988, that the globalisation hypothesis prevails. The empirical examination in this paper extends the previous analysis by including data for 1970 and 1980 along with those for 1988. The results add further empirical support to our earlier findings of the validity of the globalisation hypothesis.