Metrics: Financial and Nonfinancial
Determinants of Variations in the Advertising-to-Sales Ratio: A Comparison of Industry and Firm StudiesJan 1, 1980 Paul W. Farris and Mark S. Albion, 1980, 80-107
Seeks to explain variations in advertising intensity among industries, and also among companies and brands in the same industry, in terms of factors such as market share and industry concentration.
Appraising Research on Advertising’s Economic ImpactsJan 1, 1979 Mark S. Albion and Paul W. Farris, 1979, 79-115
A comprehensive investigation of the economic and marketing literatures bearing on the economic effects of advertising; addressed to academics, business people, and public policymakers.
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