IDEAS home Printed from https://ideas.repec.org/a/icf/icfjme/v05y2007i1p54-62.html
   My bibliography  Save this article

Evaluating Effectiveness of Advertising on Sales: A Study Using Firm Level Data

Author

Listed:
  • P K Sudarsan

Abstract

There are different views about the role of advertising in an economy. The ultimate objective of advertising is to increase sales. This paper studies the effectiveness of advertising on sales using simple regression models and dummy variable regression models with a cross-section data set of 100 firms in India. The paper evaluates the effectiveness of advertising on sales separately for large firms and small firms, and for MNCs and Indian firms. The results show that advertising influences sales, though its relative effectiveness is not the same for all categories of firms.

Suggested Citation

  • P K Sudarsan, 2007. "Evaluating Effectiveness of Advertising on Sales: A Study Using Firm Level Data," The IUP Journal of Managerial Economics, IUP Publications, vol. 0(1), pages 54-62, February.
    • Handle: RePEc:icf:icfjme:v:05:y:2007:i:1:p:54-62
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:icf:icfjme:v:05:y:2007:i:1:p:54-62. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: G R K Murty (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.