A case study on the role of advertising for an individual firm
This report aims to study the relationship between advertising expenditure and sales for an individual firm in the Singapore Insurance Industry. Traditionally, this relationship has been viewed to be one that is simple and direct: advertising acts as a stimulant while sales is the variable that will...
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2014
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| Online Access: | http://hdl.handle.net/10356/59748 |
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sg-ntu-dr.10356-597482023-05-19T03:30:04Z A case study on the role of advertising for an individual firm Tow, Donovan Joon Toon Tan Gee Kwang, Randolph Nanyang Business School DRNTU::Business This report aims to study the relationship between advertising expenditure and sales for an individual firm in the Singapore Insurance Industry. Traditionally, this relationship has been viewed to be one that is simple and direct: advertising acts as a stimulant while sales is the variable that will stimulated. To be precise, if there is any causation to speak of, the sales-advertising relationship will have causation running from advertising to sales. With this mind-set, early studies have attempted to analyse the sales-advertising relationship in order to quantify the positive effect of advertising on sales. However, these early studies had failed to prove convincingly that such a relationship actually exist. BUSINESS 2014-05-14T02:02:14Z 2014-05-14T02:02:14Z 1995 1995 Final Year Project (FYP) http://hdl.handle.net/10356/59748 en Nanyang Technological University 96 p. application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
| collection |
DR-NTU |
| language |
English |
| topic |
DRNTU::Business |
| spellingShingle |
DRNTU::Business Tow, Donovan Joon Toon A case study on the role of advertising for an individual firm |
| description |
This report aims to study the relationship between advertising expenditure and sales for an individual firm in the Singapore Insurance Industry. Traditionally, this relationship has been viewed to be one that is simple and direct: advertising acts as a stimulant while sales is the variable that will stimulated. To be precise, if there is any causation to speak of, the sales-advertising relationship will have causation running from advertising to sales. With this mind-set, early studies have attempted to analyse the sales-advertising relationship in order to quantify the positive effect of advertising on sales. However, these early studies had failed to prove convincingly that such a relationship actually exist. |
| author2 |
Tan Gee Kwang, Randolph |
| author_facet |
Tan Gee Kwang, Randolph Tow, Donovan Joon Toon |
| format |
Final Year Project |
| author |
Tow, Donovan Joon Toon |
| author_sort |
Tow, Donovan Joon Toon |
| title |
A case study on the role of advertising for an individual firm |
| title_short |
A case study on the role of advertising for an individual firm |
| title_full |
A case study on the role of advertising for an individual firm |
| title_fullStr |
A case study on the role of advertising for an individual firm |
| title_full_unstemmed |
A case study on the role of advertising for an individual firm |
| title_sort |
case study on the role of advertising for an individual firm |
| publishDate |
2014 |
| url |
http://hdl.handle.net/10356/59748 |
| _version_ |
1770564210503188480 |