ABSTRACT This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue. The analysis employs five years of aggregated monthly data on nine leading brands in a consumer-services sector, quick-serve restaurants, an often-overlooked area with high marketing-communications expenditures. The findings illustrate that advertising spending and then execution quality mattered most for changes in sales revenue. Internet advertising had no effect for most companies, and sales promotions either were not significant or were related negatively to changes in sales.

中文翻译：

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广告和促销对消费者服务公司销售的影响

摘要本研究关注于不同的营销传播工具对公司绩效的影响，即广告执行质量，媒体支出和促销活动如何差异性地影响销售收入的变化。该分析使用了五年的每月汇总数据，这些数据涉及消费服务领域，速食餐厅（这是一个经常被忽视的地区，营销传播支出高的地区）中的9个领先品牌。调查结果表明，广告支出和执行质量对于销售收入的变化最为重要。互联网广告对大多数公司没有影响，促销活动不重要或与销售变化负相关。