The Impact of Advertising On Market Share
Abstract
ABSTRACT
The advertising–sales relationship remains paramount. This study—believed to be the largest that focuses on automotive sales and advertising—investigates ceilings and thresholds by optimizing budget allocations among media. The study considered 12 vehicle brands in South Africa, spanning 8 years of sales, reflecting sales and media expenditure. It also considers the effect of competitors9 advertising expenditure and familiarity...Paper Details
Title
The Impact of Advertising On Market Share
Published Date
Mar 29, 2019
Volume
60
Issue
1
Pages
87 - 103
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