search query: @author Chakrabarti, S. / total: 2
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| Author: | Chakrabarti, S. Arora, A.P. |
| Title: | Drivers of ad spend trends among global marketers |
| Journal: | International Journal of Advertising
2007 : VOL. 26:3, p. 387-397 |
| Index terms: | advertising marketing |
| Language: | eng |
| Abstract: | This paper aims at examining whether there is consistency in the advertising-to-sales ratio (%) pattern for global marketers in their home region and at a worldwide level through a systematic sequence of analyses. It attempts to understand the variation in the advertising spend to sales ratio for the home region and global marketers for a sample of marketers by analysing along the variables of category, region and companies themselves. The key point is that at every level, the category is the main determinant for explaining the variation in global advertising to spend ratio as well as the home region advertising to spend ratio. |
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