caa a22 4500 469067411 CHVBK 20180323132912.0 cr unu---uuuuu 170328e19920401xx s 000 0 eng 10.1007/BF00993993 doi (NATIONALLICENCE)springer-10.1007/BF00993993 The return to advertising expenditure [Elektronische Daten] [Bruce Cooil, Timothy Devinney] Every year companies spend billions of dollars on advertising in an effort to induce consumers to purchase their goods. Yet, unlike almost any other investment that a company makes, management's advertising allocation decision is made with little, if any, substantive information on the return received from that investment. This research presents a methodology for determining the monetary gains from advertising and provides an estimate of the return to advertising investment for a sample of firms. Substantial gains exist for firms from advertising. This effect is seen to vary by type of industry and is strongly related to other positive strategic decisions of the firm. Kluwer Academic Publishers, 1992 Research and Development nationallicence Marketability nationallicence New Products nationallicence Advertising nationallicence Cooil Bruce Owen Graduate School of Management, Vanderbilt University, 37203, Nashville, TN aut Devinney Timothy John E. Anderson Graduate School of Management, University of California, Los Angeles, 90024, Los Angeles, CA aut Marketing Letters Kluwer Academic Publishers 3/2(1992-04-01), 137-145 0923-0645 3:2<137 1992 3 11002 https://doi.org/10.1007/BF00993993 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00993993 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Cooil Bruce Owen Graduate School of Management, Vanderbilt University, 37203, Nashville, TN aut NATIONALLICENCE 700 1- Devinney Timothy John E. Anderson Graduate School of Management, University of California, Los Angeles, 90024, Los Angeles, CA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/2(1992-04-01), 137-145 0923-0645 3:2<137 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer