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Impacto De La Inversión En Publicidad En Epoca De Crisis Económica

Author

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  • Magdalena Miranda Pegueros

    (Egresada de la licenciatura en Economía de la Universidad Cristobal Colon)

Abstract

Algunos estudios sobre la economía norteamericana han encontrado que un aumento en la inversión en publicidad en un periodo de crisis se ve reflejado en un incremento de las utilidades en periodos posteriores. En este trabajo se analiza dicha relación considerando empresas mexicanas que cotizan en la bolsa mexicana de valores, utilizando datos del periodo 2008-2009. En la muestra seleccionada se pudo corroborar que a mayor inversión en publicidad durante la crisis mayores ganancias se obtuvieron en el periodo posterior.

Suggested Citation

  • Magdalena Miranda Pegueros, 2010. "Impacto De La Inversión En Publicidad En Epoca De Crisis Económica," Revista Observatorio Calasanz, Universidad Cristobal Colon, Dpto. de Investigacion y Posgrado, vol. 1(3), pages 147-155, Agosto.
    • Handle: RePEc:ucc:reveco:num_3_ago_2010_002
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