Abstract
Marketing communication intensity (i.e., the ratio of advertising and promotional expenditures to sales) has been an important topic for both business managers and academics. Here, we investigate cross‐sectional and time‐series variation of communication intensity due to: type of offering (product versus service) and type of market (consumer versus industrial). Overall, we find that both of these factors affect variation of communication intensity across industries and over time. However, the effect of market type is much more dramatic than the effect of offering type. Such knowledge about patterns in communication intensity levels helps managers make decisions about how much to spend on advertising and promotion.
| Original language | English |
|---|---|
| Pages (from-to) | 758-769 |
| Number of pages | 12 |
| Journal | Decision Sciences |
| Volume | 23 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - May 1992 |
| Externally published | Yes |
Keywords
- Advertising
- Decision Analysis
- Marketing Management
- Marketing Research
- Service Operations Management
ASJC Scopus subject areas
- General Business,Management and Accounting
- Strategy and Management
- Information Systems and Management
- Management of Technology and Innovation