How Publicity and Advertising Spending Affect Marketing and Company Performance: Print Media Publicity about Durable-Goods/Services Brands Has a Stronger Impact than Advertising

Harlan E. Spotts, Marc G. Weinberger and Michelle F. Weinberger

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.