Title page for ETD etd-08022002-130448


Type of Document Master's Thesis
Author Sherrer, Mary T.
URN etd-08022002-130448
Title Determining Demand for Help-Wanted Advertising
Degree Master of Arts
Department Economics
Advisory Committee
Advisor Name Title
Waud, Roger N. Committee Chair
Lutton, Thomas J. Committee Member
Theroux, Richard Committee Member
Keywords
  • recruitment advertising
  • internet advertising
  • Help-Wanted Index (HWI)
Date of Defense 2002-07-29
Availability unrestricted
Abstract
The purpose of this thesis is to investigate how the price of advertising space affects the demand for help-wanted advertising. To do so, this thesis develops and estimates an econometric model to explain and predict the demand for help-wanted advertising placed in a newspaper. For the most part, economic theory and the literature suggest that basic economic and demographic factors explain the demand for help-wanted advertising. The literature and empirical studies confirm an inverse relationship exists between unemployment rates and help-wanted advertising. This thesis confirms these findings using firm specific data for a major metropolitan newspaper. Surprisingly few other studies explore whether the price for advertising is also an important determinant of demand. My model includes both unemployment data and average price of help-wanted ads and finds that price is an important determinant for the demand for help-wanted advertising. Closer scrutiny of these relationships should remove some of the uncertainty associated with what now appears to be a volatile demand.

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