The hidden powers of advertising investments

M.G. Dekimpe, D.M. Hanssens

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Abstract

Advertising remains not only a very visible marketing instrument, it is also one of the most-often used marketing tools. Still, when looking at the sales response it generates in consumer-good markets, a typical advertising elasticity is small at best. This raises the question, why do so many managers continue to invest in an instruments whose ROI is so hard to demonstrate, especially in times when marketing is under increasing scrutiny to justify its relevance? We argue that sales (consumer) response may not be the only metric one should focus on, and explore alternative benefits advertising my bring to FMCG brands and companies. In so doing, we expand the usual scope of advertising response metrics.
Original languageEnglish
Title of host publicationLiber Amicorum in Honor of Peter Leeflang
EditorsJ.C. Hoekstra, J.E. Wieringa, P.C. Verhoef
Place of PublicationGroningen
PublisherRijksuniversiteit Groningen
Pages209-223
ISBN (Print)9789036750493
Publication statusPublished - 2011

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Marketing
Elasticity
Marketing tools
Managers
Consumer response

Cite this

Dekimpe, M. G., & Hanssens, D. M. (2011). The hidden powers of advertising investments. In J. C. Hoekstra, J. E. Wieringa, & P. C. Verhoef (Eds.), Liber Amicorum in Honor of Peter Leeflang (pp. 209-223). Groningen: Rijksuniversiteit Groningen.
Dekimpe, M.G. ; Hanssens, D.M. / The hidden powers of advertising investments. Liber Amicorum in Honor of Peter Leeflang. editor / J.C. Hoekstra ; J.E. Wieringa ; P.C. Verhoef. Groningen : Rijksuniversiteit Groningen, 2011. pp. 209-223
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Dekimpe, MG & Hanssens, DM 2011, The hidden powers of advertising investments. in JC Hoekstra, JE Wieringa & PC Verhoef (eds), Liber Amicorum in Honor of Peter Leeflang. Rijksuniversiteit Groningen, Groningen, pp. 209-223.

The hidden powers of advertising investments. / Dekimpe, M.G.; Hanssens, D.M.

Liber Amicorum in Honor of Peter Leeflang. ed. / J.C. Hoekstra; J.E. Wieringa; P.C. Verhoef. Groningen : Rijksuniversiteit Groningen, 2011. p. 209-223.

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

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BT - Liber Amicorum in Honor of Peter Leeflang

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Dekimpe MG, Hanssens DM. The hidden powers of advertising investments. In Hoekstra JC, Wieringa JE, Verhoef PC, editors, Liber Amicorum in Honor of Peter Leeflang. Groningen: Rijksuniversiteit Groningen. 2011. p. 209-223