Evaluating effectiveness of advertising on sales: A study using firm level data

dc.contributor.author	Sudarsan, P.K.
dc.date.accessioned	2015-06-03T09:35:52Z
dc.date.available	2015-06-03T09:35:52Z
dc.date.issued	2007
dc.identifier.citation	The ICFAI Journal of Managerial Economics. 5(1); 2007; 54-62	en_US
dc.identifier.uri	http://irgu.unigoa.ac.in/drs/handle/unigoa/2007
dc.description.abstract	There are different views about the role of advertising in an economy. The ultimate objective of advertising is to increase sales. This paper studies the effectiveness of advertising on sales using simple regression models and dummy variable regression models with a cross-section data set of 100 firms in India. The paper evaluates the effectiveness of advertising on sales separately for large firms and small firms, and for MNCs and Indian firms. The results show that advertising influences sales, though its relative effectiveness is not the same for all categories of firms.
dc.publisher	ICFAI University Press	en_US
dc.subject	Economics	en_US
dc.title	Evaluating effectiveness of advertising on sales: A study using firm level data	en_US
dc.type	Journal article	en_US