Evaluation of advertising effectiveness and advertising expenditures in banking: A time series analysis.

Author(s): Mubashar Tanveer | Mohsin Altaf | Faisal Mustafa | Saman Attiq

Type of publication: Journal paper

Abstract: The purpose of this study is to investigate horthe the advertising effectiveness of private banks of Pakistan by examining the effects of advertising expenses on interest income, operating income and return on assets. In this respect, Koyck distributed lag model is employed on the annual data of 19 private banks of Pakistan over the time period 2007 to 2018. Results indicated significant positive effect of advertising expenses on interest income and significant negative effects of advertising expenses on operating income and return on assets respectively. Overall results point towards the detrimental effects of advertising expenses on financial performance, which unveils the advertising ineffectiveness of private banks of Pakistan. This study is exclusive as it questioned the advertising effectiveness of banks in the context of Pakistan. This study focused on only private banks, so this facet can be investigated for other types of financial and non-financial institutions in future.

Published URL: https://paradigms.ucp.edu.pk/static/uploads/2017/09/145.2.pdf

Date Published: January 15 2022

Publisher: Paradigms

Place of publication: Lahore (Pakistan)

Pages: 34-38

Subject(s): Commerce, International economic relations, Finance & Accounting

DOI: 10.24312/1930140105

Keywords: Advertising, effectiveness, financial performance & bank

Depositing User: Basiratu Kolawole