RT Journal Article SR Electronic T1 Event-Marketing And Advertising Expenditures JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2017-043 DO 10.2501/JAR-2017-043 A1 Lei Liu A1 Jin Zhang A1 Hean Tat Keh YR 2017 UL http://www.journalofadvertisingresearch.com/content/early/2017/10/25/JAR-2017-043.abstract AB Surprisingly little empirical research has examined the effects of event marketing at the company level. The authors compared the differential effects of event-marketing and advertising expenditures on brand value and company revenue. Using a longitudinal dataset for 74 real-estate companies in China (2006–2013), the authors found that both event-marketing and advertising expenditures had positive impacts on company revenue and brand value. As a brand aged, advertising expenditure continued to yield positive returns on brand value and company revenue, whereas event marketing had diminishing marginal returns on brand value and company revenue.