Advertising and promotional effects on consumer service firm sales: Media ad spend and quality matter for driving restaurant sales

This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Spotts, Weinberger, and Weinberger

MANAGEMENT SLANT

  • For most brands, advertising-media spending, particularly television spending, had the greatest impact on changes in sales performance. The quality of advertising execution was still important, but it played a lesser role for the group of