Why Advertising and Promotional Costs Vary: Some Cross-Sectional Analyses
Open Access
- 1 September 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 43 (4) , 112-122
- https://doi.org/10.1177/002224297904300413
Abstract
Economic theory and conventional marketing wisdom suggest many factors that are responsible for variations in advertising and promotion costs among firms and industries. This article tests empirically the explanatory power of several of these factors. The resulting descriptive models are encouragingly consistent across a wide variety of industrial and consumer businesses.Keywords
This publication has 4 references indexed in Scilit:
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- AN ESTIMATE OF THE PRICE EFFECTS OF RESTRICTIONS ON DRUG PRICE ADVERTISINGEconomic Inquiry, 1976
- Consumer Rankings of Risk Reduction MethodsJournal of Marketing, 1971
- Consumer Rankings of Risk Reduction MethodsJournal of Marketing, 1971