Although there has been substantial research on the nature of the advertising-concentration relationship, there has been virtually no systematic investigation of the intertemporal stability of that relationship. The purpose of this study is not only to determine whether concentration has a linear or non-linear effect on advertising but also if this effect is stable over the [1963][1964][1965][1966][1967][1968][1969][1970][1971][1972][1973][1974][1975][1976][1977] period. A consistent model and sample are maintained over the entire time period which eliminates the possibility that any differences in empirical results over time are due to differences in either the sample or model used in the analysis. The major findings are that the magnitude of the effect of concentration on advertising intensities has, in general, been stable over time and that the relationship has been quadratic in nature.

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