Original Research
Measuring the impact of advertising and promotion expenditure at national, industry and company levels in South Africa
South African Journal of Economic and Management Sciences | Vol 6, No 3 | a3310 |
DOI: https://doi.org/10.4102/sajems.v6i3.3310
| © 2019 D. H. Tustin, J. W. Strydom
| This work is licensed under CC Attribution 4.0
Submitted: 31 July 2019 | Published: 30 September 2003
Submitted: 31 July 2019 | Published: 30 September 2003
About the author(s)
D. H. Tustin, Bureau of Market Research, University of South Africa, South AfricaJ. W. Strydom, Department of Business Management, University of South Africa, South Africa
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Sound record-keeping of advertising expenditure figures in South Africa allows for a relative accurate assessment of the impact of advertising expenditure at national, industry and company level. However, the overall composition of marketing communication expenditure is nowadays affected by the continuous increase of promotion expenditure at the cost of advertising. Unfortunately, record-keeping abilities on promotion expenditure figures trails that of advertising. Consequently, the study aims to collect data on advertising and promotion expenditure simultaneously. Such information is highly valued by marketing practitioners in planning annual advertising and promotional budgets. To add further value to the analysis, some international comparisons are made.
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