RT Journal Article
SR Electronic
T1 Advertising and Promotional Effects On Consumer Service Firm Sales
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2019-017
DO 10.2501/JAR-2019-017
A1 Spotts, Harlan E.
A1 Weinberger, Marc G.
A1 Weinberger, Michelle F.
YR 2019
UL http://www.journalofadvertisingresearch.com/content/early/2019/05/22/JAR-2019-017.abstract
AB This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue. The analysis employs five years of aggregated monthly data on nine leading brands in a consumer-services sector, quick-serve restaurants, an often-overlooked area with high marketing-communications expenditures. The findings illustrate that advertising spending and then execution quality mattered most for changes in sales revenue. Internet advertising had no effect for most companies, and sales promotions either were not significant or were related negatively to changes in sales.