Valuation of various media advertising expenditures - UK perspective

Q4 Economics, Econometrics and Finance

International Journal of Accounting, Auditing and Performance Evaluation Pub Date : 2015-03-17 DOI:10.1504/IJAAPE.2015.068075

Maqsood Iqbal Qureshi

引用次数: 1

Abstract

This study empirically investigates the potential differential media advertising valuation effects for a sample of UK firms over the period 1998-2003. Contrary to the findings of previous research, this study could not find evidence that the valuation relevance of advertising varies substantially with the type of medium used to communicate it. The overall results of this study show a positive and significant association between different measures of advertising expenditures and the market value of the firm. All in all, this paper should help to understand better the extent to which different media advertising investments play a role in firm valuation in the UK market and enhance an advertiser's capacity to plan for and make optimal use of alternative media.

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各种媒体广告支出的估值——英国视角

本研究实证调查了1998-2003年期间英国公司样本的潜在差异媒体广告估值效应。与以往的研究结果相反，本研究没有发现证据表明广告的价值相关性与用于传播它的媒介类型有很大的不同。本研究的总体结果显示，广告支出的不同衡量标准与公司的市场价值之间存在显著的正相关关系。总而言之，本文应该有助于更好地理解不同的媒体广告投资在英国市场的公司估值中发挥作用的程度，并提高广告商计划和最佳利用替代媒体的能力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Accounting, Auditing and Performance Evaluation Economics, Econometrics and Finance-Finance

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： IJAAPE publishes original scholarly papers across the whole spectrum of: financial accounting, managerial accounting, accounting education, auditing, taxation, public sector accounting, capital market and accounting, accounting information systems, performance evaluation, corporate governance, ethics, and financial management. All methodologies, such as analytical, empirical, behavioural, surveys, and case studies are welcome. IJAAPE encourages contributions especially from emerging markets and economies in transition and studies whose results are applicable across nation states or capable of being adapted to the different accounting and business environments.