The transformations in the fields of advertising and communication Europe

UPA case study

Client: Comitato UPA Formazione
Research team: Paola Dubini, Francesco Di Trani


The UPA Formazione Committee, through Centro Studi UPA, has collected, standardized and made available data on advertising expenditures, broken down by means and sectors in a limited number of countries.
ASK has launched a research project in two directions:

  • the differences in the composition of the sectors and in the economic structure of the countries consideredas a prerequisite to explain the differences between advertising investments.
  • the differences in the structure of the media and communication fields in the various countries as a prerequisite to explain the different impacts, among the countries, of advertising investments in different means.