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market_article_1 - The merchandisers also spent on average...

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Nancy Crawley Group 10 The Sales/Advertising Relationship: An Investigation of Correlations and Consistency in Supermarkets and Department Stores. By Raymond A. Marquardt and Gene W. Murdock
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Nancy Crawley Group 10 Marquardt, R.A., & Murdock, G.W. (1984). The sales/advertising relationship: An investigation of correlations and consistency in supermarkets and department stores. Journal of Advertising Research, 24(5), 55. The relationship between advertising and sales has long been a subject of controversy. Some studies have not clearly linked advertising to increasing both sales and profits. Lots of studies have been made in order to try and figure out the relationship between profits and advertising. The conclusion to this article is that major department stores have been found to obtain higher per firm sales than supermarket chains.
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Unformatted text preview: The merchandisers also spent on average three t times amount on advertising than the supermarkets did. Most consistent advertisers used advertising in a more efficient manner since they achieved some increases in sales by increases their advertising expenditures by a smaller amount. This information could help our group in many ways. For one, it can help us realize how advertising can affect the sales and profits of a convenience store. Also, is shows the benefit of having good advertisement and marketing. This article could be applied to our project because it will help us better understand how great of an impact advertising has on the goods and services of the convenience store. Nancy Crawley Group 10 By Raymond A. Marquardt and Gene W. Murdock...
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