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.
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
Western New England University
Marc G. Weinberger
University of Massachusetts/University of Georgia