EVALUATING IMPACT OF ADVERTISING INTENSITY ON FIRM PERFORMANCE:IRANIAN AUTOMOBILE AND FOOD INDUSTRIES

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AZIZI SHAHRIAR; MOGHADDASI MOHAMMAD

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Journal: Iranian Journal of Trade Studies Year:2013 | Volume:17 | Issue:65 Page(s): 137-166

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Information Journal Paper

Title

EVALUATING IMPACT OF ADVERTISING INTENSITY ON FIRM PERFORMANCE:IRANIAN AUTOMOBILE AND FOOD INDUSTRIES

Author(s)

AZIZI SHAHRIAR | MOGHADDASI MOHAMMAD | Issue Writer Certificate

Keywords

ADVERTISING INTENSITYQ2

RETURN ON ADVERTISINGQ2

FIRM PERFORMANCEQ1

PANEL DATAQ2

Abstract

Debate on advertising effectiveness and its role on improving FIRM PERFORMANCE has recently been one of the top discussions in marketing. One reason of that is high advertising expenditures in business. In This study we try to evaluate impact of ADVERTISING INTENSITY (ad expenditure ratio to sales) on performance and profitability of the automobile and food firm in Tehran stock exchange market. Annual Information of 25 companies (17 food companies and 8 automobile companies) has been gathered form balance sheet and financial statement. By applying unbalanced PANEL DATA with total 211 observations, we evaluated impact of ADVERTISING INTENSITY on return on asset (ROA), profit margin and sales growth. Regressions results show that adverting intensity is positively related to profit margin in food industry. In automobile industry ADVERTISING INTENSITY has positive relationship with ROA, profit margin and sales growth. Total results in both industries show that impact of ADVERTISING INTENSITY on FIRM PERFORMANCE and profitability is positive and significant. Coefficient in food industry has been estimated more than automobile industry.

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APA: Copy

AZIZI, SHAHRIAR, & MOGHADDASI, MOHAMMAD. (2013). EVALUATING IMPACT OF ADVERTISING INTENSITY ON FIRM PERFORMANCE:IRANIAN AUTOMOBILE AND FOOD INDUSTRIES. IRANIAN JOURNAL OF TRADE STUDIES (IJTS), 17(65), 137-166. SID. https://sid.ir/paper/7321/en

Vancouver: Copy

AZIZI SHAHRIAR, MOGHADDASI MOHAMMAD. EVALUATING IMPACT OF ADVERTISING INTENSITY ON FIRM PERFORMANCE:IRANIAN AUTOMOBILE AND FOOD INDUSTRIES. IRANIAN JOURNAL OF TRADE STUDIES (IJTS)[Internet]. 2013;17(65):137-166. Available from: https://sid.ir/paper/7321/en

IEEE: Copy

SHAHRIAR AZIZI, and MOHAMMAD MOGHADDASI, “EVALUATING IMPACT OF ADVERTISING INTENSITY ON FIRM PERFORMANCE:IRANIAN AUTOMOBILE AND FOOD INDUSTRIES,” IRANIAN JOURNAL OF TRADE STUDIES (IJTS), vol. 17, no. 65, pp. 137–166, 2013, [Online]. Available: https://sid.ir/paper/7321/en

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