Marketing multiplied: The macroeconomic and microeconomic impact of marketing communications

Alan Cox, Jim Power and Chris Johns

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.
  • Advertising has an important role to play in a market economy: It provides consumers with information, improves choice, promotes competition, innovation and lower prices, and helps producers to increase sales, thereby boosting revenues, employment and overall economic activity.
  • McKinsey found that advertising fuelled about 15% of growth for the major G20 economies between 2001 and 2010, and Deloitte calculated that, on average, £1 invested in advertising generates £6 for the UK economy.
  • The report includes case studies of effective advertising campaigns from brands including Coca-Cola, Volvo, Specsavers and John Lewis....

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