Marketing Communication Intensity Across Industries
研究了产品类型（产品vs服务）和市场类型（消费者vs工业）如何影响不同行业和时期的营销沟通强度（广告和促销支出占销售额的比例），发现市场类型的影响远大于产品类型。
ABSTRACT Marketing communication intensity (i.e., the ratio of advertising and promotional expenditures to sales) has been an important topic for both business managers and academics. Here, we investigate cross‐sectional and time‐series variation of communication intensity due to: type of offering (product versus service) and type of market (consumer versus industrial). Overall, we find that both of these factors affect variation of communication intensity across industries and over time. However, the effect of market type is much more dramatic than the effect of offering type. Such knowledge about patterns in communication intensity levels helps managers make decisions about how much to spend on advertising and promotion.