Marketing Communication Intensity Across Industries

George M. Zinkhan, C. S.Agnes Cheng

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)


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 languageEnglish
Pages (from-to)758-769
Number of pages12
JournalDecision Sciences
Issue number3
Publication statusPublished - May 1992
Externally publishedYes


  • 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


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