The Impact of Different Types of Advertising on Product Sales

Yizheng Wang ()
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Yizheng Wang: Beijing University of Technology, Department of Finance

A chapter in Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025), 2025, pp 536-543 from Springer

Abstract: Abstract This study explores the influence of various advertising types on product sales, with a particular emphasis on the effectiveness of television, radio, and newspaper advertising strategies. The analysis is based on a public sales dataset sourced from Kaggle. In the preliminary stages, data preprocessing and exploratory data analysis (EDA) were conducted to assess the relationship between the expenditures on different types of advertising and product sales. Subsequently, a multiple linear regression model was developed to estimate the regression coefficients associated with each advertising type. This model facilitates a quantitative evaluation of the extent to which each advertising medium influences sales outcomes. The findings suggest that television advertising exerts the most substantial effect on sales, while newspaper advertising has the least influence. Radio advertising’s impact is intermediate, indicating a moderate correlation with sales performance. These results underscore the varying degrees of effectiveness of different advertising mediums, providing valuable insights for marketers seeking to optimize their advertising strategies.

Keywords: Multiple linear regression modeling; advertising; e-commerce; marketing; python (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-770-0_60

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DOI: 10.2991/978-94-6463-770-0_60

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