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Title: A case study on the role of advertising for an individual firm
Authors: Tow, Donovan Joon Toon
Keywords: DRNTU::Business
Issue Date: 1995
Abstract: 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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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