Nonlinear Relationship Between Traditional Advertising Investment and Enterprise Performance#br#
——Threshold Analysis Based on Industrial Enterprises Data

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2016, Vol. 18 ›› Issue (4): 92-100.

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Nonlinear Relationship Between Traditional Advertising Investment and Enterprise Performance#br# ——Threshold Analysis Based on Industrial Enterprises Data

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2016-03-13 Online:2016-08-31

Abstract

Abstract:

Making advertising investment decisions is an important step of modern enterprise marketing activities In the case of a certain amount of resource, if advertising costs too much, it will definitely affect spending in other areas In that situation, excessive advertising will be detrimental to the business performance improvement Therefore, this paper adopts threshold regression and verifies that there is not a simple linear relationship between advertisement investment intensity and firm performance The impact of traditional advertisement investment on enterprises operating performance shows a clear stage characteristic What’s more, the best range of advertising investment is ［0, 00463］ In other words, advertising investment maximizes its effectiveness in this range The best rang of high technology industry manufacturing is ［0,00275］, less than ordinary manufacturing, which is determined by its enterprise features

Key words: advertising investment, business performance, threshold regression

CLC Number:

F2725

ZHAO Bao-guo, QUE Ren-chao. Nonlinear Relationship Between Traditional Advertising Investment and Enterprise Performance#br# ——Threshold Analysis Based on Industrial Enterprises Data[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2016, 18(4): 92-100.

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Nonlinear Relationship Between Traditional Advertising Investment and Enterprise Performance#br# ——Threshold Analysis Based on Industrial Enterprises Data

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