We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Advertising spend and its impact on FMCG profitability (A case study of Unilever and Procter & Gamble).
- Authors
Siddiq, Saima; Ali, Tahir
- Abstract
This study examines the relationship between advertising expenditures and profitability and sales of Fast-Moving Consumer Goods FMCG companies in Pakistan. The impact of advertising on profitability can vary based on factors such as advertising effectiveness, product availability, and competition in the market. Companies should consider these factors when making advertising decisions to maximize impact on profitability and sales. The research analysed the annual reports of Unilever and Procter & Gamble to investigate the impact of advertising expenses on gross sales in the FMCG industry from 2012 to 2022. The study found that advertising and promotional expenses had a significant impact on sales growth, especially in the rural sector, and that celebrity endorsements could boost sales. Despite the economic downturn, FMCG products have remained resilient due to advertising and promotional strategies.
- Subjects
UNILEVER Group (Company); PROCTER &; Gamble Co.; ADVERTISING spending; ADVERTISING effectiveness; ADVERTISING endorsements; PROFITABILITY; FAST moving consumer goods; RECESSIONS; SALES statistics
- Publication
Journal of Marketing & Management, 2024, Vol 15, Issue 1, p30
- ISSN
2153-9715
- Publication type
Article