Advertising, Earnings Prediction and Market Value: An Analysis of Persistent UK Advertisers
Abstract
This paper examines whether major media advertising expenditures help in predicting future earnings. We consider the role of media advertising in firms’ marketing efforts and posit that persistent advertisers are more likely to benefit from advertising activities in creating long‐lived intangible assets. Employing a sample of persistent UK advertisers over the period 1997–2013, we find that advertising expenditures are significantly positively...
Paper Details
Title
Advertising, Earnings Prediction and Market Value: An Analysis of Persistent UK Advertisers
Published Date
Aug 6, 2019
Volume
32
Issue
2
Pages
283 - 305
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