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.
Spotts, Weinberger, and Weinberger


  • 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, but it played a lesser role for the group of eight nonleading brands.
  • For the category leader, advertising spending at current levels did not drive additional sales. Instead, advertising quality mattered most, perhaps reflecting saturation in awareness. This suggests that this category leader may be able to...
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