n South African Journal of Economic and Management Sciences - Measuring the impact of advertising and promotion expenditure at national, industry and company levels in South Africa

Volume 6, Issue 3
  • ISSN : 1015-8812
  • E-ISSN: 2222-3436



Sound record-keeping of advertising expenditure figures in South Africa allows for a relative accurate assessment of the impact of advertising expenditure at national, industry and company level. However, the overall composition of marketing communication expenditure is nowadays affected by the continuous increase of promotion expenditure at the cost of advertising. Unfortunately, record-keeping abilities on promotion expenditure figures trails that of advertising. Consequently, the study aims to collect data on advertising and promotion expenditure simultaneously. Such information is highly valued by marketing practitioners in planning annual advertising and promotional budgets. To add further value to the analysis, some international comparisons are made.

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