Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets
用一个简单模型分析了不同市场中企业广告与促销支出强度（占销售额比例）的差异，发现市场占有率、市场增长及其交互作用与支出强度在特定市场内关联一致，但跨市场不一致。
The authors extend prior research on explaining variations in the intensity of marketing communication (i.e., advertising and promotional expenditures/sales) with a simple model estimated on cross-sectional time-series data. Analyses on firm-level data pooled at the industry level, performed for each of several industries belonging to different markets, attest to the model's explanatory power. Model validation analyses show an impressive similarity of model parameters and goodness of fit across split-half data samples for each industry analyzed. Further, for all industries belonging to a given market, the results indicate remarkable consistency in the signs of the associations between marketing communication intensity and (1) market share, (2) market growth, and (3) their interaction. However, this consistency does not hold across all markets. Plausible explanations for these results are advanced.