Advertising has been one of marketing tools for companies for decades. The question of how advertising affects company¡¦s financial performance had also been answered by marketing literatures. But most of the literatures focus on advertising¡¦s direct effect. How the other factors influence advertising¡¦s effect had been researched rarely. The purpose of this article is to understand how the industry concentration influences the contribution of changes in advertising expenditures. The result shows: (1) the effect of advertising on net sales persist five years or more in manufacture, at the same time, six years or more in retail and service industries (2) in manufacture, the industry concentration has positive effect on the contribution of changes in advertising expenditures, the more industry concentration, the more contribution of changes in advertising expenditures.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0609106-232241 |
| Date | 09 June 2006 |
| Creators | Chan, Hui-ju |
| Contributors | Lo,Henry Y., Miao-Ling Chen, Huang,Jen-Jsung |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0609106-232241 |
| Rights | not_available, Copyright information available at source archive |
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