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Value of Advertising 


Advertising Generates Sales and Jobs in the United States

A study by IHS Global Insight estimates the impact of advertising on sales and jobs. The economic model used in this study estimates the impact across four dimensions:

  • Direct economic impact
  • Suppliers' economic impact
  • Inter-industry economic impact
  • Induced consumer spending.

Economic Impact of Advertising in the United States

Ad spending drove 16% of total U.S. sales activity in 2014 according to a report from IHS Economics and Country Risk. The Advertising Coalition backed report concludes that every dollar of ad spending supported, on average, about $19 of economic output (sales). IHS forecasts ad spending rising to nearly $350 billion by 2019.

The Strong Link Between Advertising and Stock Value

Jim Gregory, founder of CoreBrand, reveals the strong correlation between advertising and brand image--30 % of brand image is attributable to advertising spending. Furthermore an analysis of 220 public companies in CoreBrand's database reveals that brand image has a direct impact on earnings and stock performance.

What is Known About the Long-Term Impact of Advertising

For the first time, the Marketing Accountability Standards Board (MASB) publicly releases this influential white paper that helps improve fact based marketing resource allocation through better understanding of the short- and long-term impact of advertising. The paper:

  • reviews what's known about the short- and long-term impact of advertising
  • illustrates the findings with practitioner examples
  • provides clear direction for business application and improving financial return.

Advertising Pays 3

This report from the Advertising Association and Deloitte shows the value of advertising to the UK's culture, media and sports. Topics include sponsorships, free-to-air TV and radio, online services, print media, arts, sports and more.

Research Insights | The Meaningful Brand -- How Strong Brands Make More Money

In this Research Insights, Millward Brown reveals the four components of a meaningfully different brand experience: purpose, delivery, resonance, and difference. Meaningfully different brands can command a higher price and help marketers avoid the downward spiral of discounting.

Economic Value of the Advertising-Supported Internet Ecosystem

This IAB commissioned study reports that the interactive marketing industry contributed $530 billion to the U.S. economy in 2011.

It Works: How Investment Spending In Advertising Pays Off

This classic piece provides case histories and compiles a number of studies that show advertising builds brands.



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