The advertising decisions depend on sales of products
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2010v8n12.1263Keywords:
Sales, Advertising, Econometrics, Effect threshold, PricesAbstract
This work is intended to identify the dependence that exists between the advertising to be programmed by a company and its sales. Knowing that this measure of demanded quantity so much of his price depends as in his advertising spending. Many of the companies can create barriers at the entry of possible rivals using the advertising and the difference of the products. To be able to achieve this dependence that exist between these two variables (sales vs advertising); the parameters were estimated by econometrical methods of minimum squares, where it was explained that if to major advertising, major sales exist, and therefore, major income. In this work also the topic was approached on how the supermarkets must know the elasticity of demand with regard to the advertising, which depends on the zone where they are located.
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Alcoy, Pablo. Influencia de los costes de marketing en el resultado futuros desarrollos. Universidad de Valencia Comunicación presentada en el I Encuentro Iberoamericano de Contabilidad de Gestión (Valencia - noviembre 2000).
Anónimo. Cómo seleccionar el medio adecuado para su publicidad. Universidad de Barcelona.
Anónimo. Notes advertising (2005). Teachid, United Kingdom.
Barrionuevo, Leopoldo. El punto de ventas determina el marketing y la publicidad.
Becker, G. RA model. Universidad de Chicago.
___. Tomando en cuenta los gustos. Universidad de Chicago.
Bibek, Banerjee and Subir, Bandyopadhyay. "Advertising Competition under Consumer Inertia", in: Marketing Science, Vol. 22, No. 1 (Winter, 2003), pp. 131-144. http:// www.jstor.org/stable/4129727.
Blasco, Alberto (2008). Publicidad y competencia. Estudio realizado para VVNDRF, 8 de mayo de 2008.
Chevalier, Judith; Kashyap, Anil K. y Rossi, Peter E. Por qué una alta demanda no siempre significa un alto precio. Universidad de Chicago; financiada en parte por el Center for the Study of Politics, the Economy and the State y por el Kilts Center for Marketing de la Escuela de Negocios de la Universidad de Chicago.
Comanor, W.S. & Wilson, T.A. (1974). Advertising and Market Power. Cambridge, MA: Harvard University Press.
Coviello, Decio and Mariniello, Mario. Does Publicity Affect Competition. Evidence from Discontinuities in Public. Procurement Auctions. EUI Working Papers. ECO 2008/04.
Doyle, Peter and Saunders, John. "Multiproduct Advertising Budgeting", in: Marketing Science, Vol. 9, No. 2 (Spring, 1990), pp. 97-113. http://www.jstor.org/stable/ 183792.
Edelman, Benjamin; Ostrovsky, Michael & Schwarz, Michael. Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords. Harvard University, Stanford University & UC Berkeley and NBER. October 3, 2005.
Fornell, Claes; Robinson, William T. & Wernerfelt, Birger. "Consumption Experience and Sales Promotion Expenditure", in: Management Science, Vol. 31, No. 9 (Sep., 1985), pp. 1084-1105.
Godas, Luis. El uso de la publicidad. Instrumentos para el diseño de estrategias de marketing en el siglo XII. MBA de ESADE. Vol. 26, Num. 8, septiembre del 2007.
Koh, W.T.H. & Leung, H.M. (1992). Persuasive Advertising. Department of Business Policy. National University of Singapore. http:// www.jstor.org/stable/2631734.
Lilien, Gary. "Advisor 2: Modeling the Marketing Mix for Industrial Products", in: Management Science, 25 (February 1979), 191-204.
Martin, S. (1993). Advances Industrial Economics. Oxford: Basil Blackwel.
Mojaradi, Kevin. Publicity. Associated Students, Learn Lead Succeed.
Porter, Jhon and Renforth, W. (1978). Franchise agreements: spotting the important legal issues. J. Small Business Mgmt 16, 27-31.
Dant, Rajiv P. and Berger, Paul D. "Modelling Cooperative Advertising Decisions in Franchising", in: The Journal of the Operational Research Society, Vol. 47, No. 9 (Sep., 1996), pp. 1120-1136. http:// www.jstor.org/stable/3010372.
Rivero, Luis. "El mercadeo: su concepción moderna y enseñanza", en: Revista Economía, Universidad de Los Andes, No. 5, 1990, 141-150.
Smith, Adam (1976). La riqueza de las naciones. Londres.
Varian, Hal. Análisis microeconómico (1992). Tercera edición, Universidad de Michigan.
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Published
2018-02-08
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Artículos
How to Cite
The advertising decisions depend on sales of products. (2018). Criterio Libre, 8(12), 143-161. https://doi.org/10.18041/1900-0642/criteriolibre.2010v8n12.1263
