Shah, SZA, Akbar, S, Ahmad, S and Stark, AW
(2019)
Advertising, Earnings Prediction and Market Value: An Analysis of Persistent UK Advertisers.
British Journal of Management, 32 (2).
pp. 283-305.
Text
ADVERTISING, EARNINGS PREDICTION AND MARKET VALUE-Author Accepted Version .pdf - Author Accepted Manuscript Download (323kB) | Preview |
Abstract
This paper examines whether major media advertising expenditures help in predicting future earnings. We consider the role of media advertising in firms’ marketing efforts and posit that persistent advertisers are more likely to benefit from advertising activities in creating long-lived intangible assets. Employing a sample of persistent UK advertisers over the period 1997-2013, we find that advertising expenditures are significantly positively associated with firms’ future earnings and market value. We also report size and sector-based differences in the association between advertising and firms’ future earnings. Our additional analysis provides support for the arguments that despite the recent rise in digital advertising budgets, traditional advertising media are still effective in positively influencing firms’ performance. Overall, the results of this study are consistent with the view that advertising expenditures produce intangible assets, at least for firms in certain sectors. These findings have implications for marketers in providing evidence of the value generated by firms’ advertising budgets, for investors in validating the relevance of advertising information in influencing future earnings, and for accounting regulators in relation to the provision of useful insights for any future deliberations on financial reporting policies for advertising expenditures.
Item Type: | Article |
---|---|
Uncontrolled Keywords: | 35 Commerce, Management, Tourism and Services, 3501 Accounting, Auditing and Accountability, 3502 Banking, Finance and Investment, 3506 Marketing, 3507 Strategy, Management and Organisational Behaviour |
Depositing User: | Symplectic Admin |
Date Deposited: | 12 Jul 2019 11:49 |
Last Modified: | 21 Jun 2024 08:12 |
DOI: | 10.1111/1467-8551.12378 |
Related URLs: | |
URI: | https://livrepository.liverpool.ac.uk/id/eprint/3049645 |