Resumen

FALQUEZ ARCE, Catalina; SILVA GUERRERO, Blanca  y  ROJAS HERRERA, Vanessa. The Investment in advertising and its effect on the Medium Enterprises of Guayaquil. Retos [online]. 2017, vol.7, n.14, pp.99-112. ISSN 1390-8618.  https://doi.org/10.17163/ret.n14.2017.05.

The Analysis of alternatives to improve sales in medium-sized companies may present the dilemma about how effective it will be to invest in Advertising; Although referents of the application of marketing strategies confirm the effects of information, persuasion and recall obtained by advertising, the current economic and social contexts demand better arguments of support. Therefore, and despite the fact that there may be a number of variables related to other marketing, administrative, or financial components; the study sought to determine the effect of advertising in relation to sales of midsize companies in Guayaquil in 2015, using the linear regression model, achieving determining the elasticity of the ln dependent variable sales over the independent variable ln Advertising Expenses is 3.21, concluding that sales are influenced by changes in advertising expenses, corroborating the affirmations established in the different theoretical references, the importance of an effective advertising campaign and the need to start measuring it as an investment And not as an expense.

Palabras clave : Marketing; business; sales; advertising; expenses; investment.

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