MANAGEMENT SLANT
- For most brands, advertising-media spending, particularly television spending, had the greatest impact on changes in sales performance. The quality of advertising execution was still important,...
Advertising and promotional effects on consumer service firm sales: Media ad spend and quality matter for driving restaurant sales
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
