A model for predicting advertising expenditures: an inter-industry comparison

Article Abstract:

Econometric models were constructed to help determine and predict the advertising budget expenditures of a consumer goods manufacturer. Variables pertinent to the study such as sales, net income, advertising expenditures, working capital, GNP and personal consumption were used in creating the said model. Estimations were then accomplished thorough the use of regression analysis. Results indicate that the econometric model constructed can be utilized to predict average advertising expenditures.

Models, Economic aspects, Econometrics, Advertising expenditures

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Shame, guilt & responses to non-profit & public sector ads

Article Abstract:

Guilt-based advertising is ineffective in many instances because it may cause consumers who see it to feel shame. An advertising study found that individuals who feel guilty more easily will be affected by high guilt communications more than other individuals and individuals who feel shame more easily will dislike high shame communications more than other individuals. It is important for public service advertisers to achieve the most effective amount of guilt in the consumer.

Advertising, Advertising and Related Services, Public Sector Advertising, Methods, Public service advertising

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