TY  - CHAP
AB  - Abstract In this chapter, we evaluate the dollar amount spent on advertising relative to sales, profit margin, and growth rates to study the effectiveness of advertising in today’s retail environment, and whether it leads directly to higher sales and increased profits affording positive earnings for the investor. The study illustrates the use of data envelopment analysis (DEA) technique to benchmark 16 apparel firms to evaluate the effectiveness of their advertising dollars on the sales, profit margin, growth, return on assets (ROA), return on equity (ROE), and return on investment (ROI).
VL  - 19
SN  - 978-1-78756-651-4, 978-1-78756-652-1/0276-8976
DO  - 10.1108/S0276-897620180000019003
UR  - https://doi.org/10.1108/S0276-897620180000019003
AU  - Malhotra Rashmi
AU  - Malhotra D. K.
AU  - Mariotz Elizabeth
AU  - Poteau Raymond R.
PY  - 2018
Y1  - 2018/01/01
TI  - Evaluating the Impact of Advertising on Sales and Profitability in The Apparel Industry
T2  - Applications of Management Science
T3  - Applications of Management Science
PB  - Emerald Publishing Limited
SP  - 37
EP  - 55
Y2  - 2024/04/25
ER  -