Is Advertising Overrated? Return on Marketing Investment

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda – University of Applied Sciences

Chapter Chapter 25 in 33 Phenomena of Purchasing Decisions, 2024, pp 135-139 from Springer

Abstract: Abstract This chapter presents scientific studies and meta-analyses on advertising effectiveness, illustrates why measuring advertising effectiveness is often difficult, and discusses how the return on marketing investment can ideally be estimated to optimally allocate marketing budgets.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_25

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DOI: 10.1007/978-3-658-44799-1_25

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