Allocation of budget on marketing efforts: an econometric approach in India

Baidya, Mehir Kumar; Basu, Partha Pratim

doi:10.1108/13555851111165057

Cited by 7 publications

(6 citation statements)

References 73 publications

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“…The study noted that half of the employees of advertising companies were women but only 19.5 per cent were in management positions. Consequently, the 50 per cent women in low positions in the advertising sector were unable to influence advertising strategies because the strategies, including advertising spend allocation, were formulated in the boardroom (Baidya and Basu, 2011).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Board gender composition and marketing effectiveness in the female consumer market in Zimbabwe

Mugwati

Bakunda

2019

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Purpose The purpose of this paper was to examine the difference in the effect on external marketing effectiveness of gender similar boards and gender dissimilar boards in the agro-manufacturing industry in Zimbabwe. Design/methodology/approach Based on a multi-item construct of external marketing effectiveness, data were gathered from 56 agro-manufacturing firms. The significant differences in the effect of marketing activities designed by male, gender-diverse and female boards on the level of external marketing effectiveness of the firms were examined using MANOVA. Findings The results suggest significant differences on the levels of external marketing effectiveness between all female boards and all male and gender-diverse boards. Female boards indicated high levels of external marketing effectiveness on customer-perceived value, loyalty, satisfaction, brand performance and symbolic meaning. The study concludes that marketing effectiveness will only be achieved by firms that develop relevant marketing strategies for the female consumer market. Research limitations/implications The sample for this research was drawn from agro-manufacturing firms in Zimbabwe. Therefore, the applicability of these findings to other countries should be done with caution. In addition, the sample for the research was rather small, with only a few female boards. If conducted with a larger sample, the results could be different. The developed scale to measure external marketing effectiveness may require to be tested by other researchers in different settings to confirm its applicability in measuring the construct in multiple settings. Originality/value Prior research shows that corporate board effectiveness has tended to be measured in terms of corporate financial performance. This research measures board effectiveness from the extent to which its gender composition has an effect on the ability of manufacturing firms to serve emerging needs of female consumers.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Board gender composition and marketing effectiveness in the female consumer market in Zimbabwe

Mugwati

Bakunda

2019

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“…The objective was to measure and compare the CPA of SEO versus PPC, under comparable circumstances, which would give an indication of the most effective marketing spending pattern. These are critical issues, especially when companies are spending large amounts of money monthly to ensure the best possible exposure of their marketing efforts through websites and social media platforms (Baidya & Basu 2011).…”

Section: Aims and Objectivesmentioning

confidence: 99%

“…It is important to budget properly for marketing expenditure because large amounts could be involved in certain markets (Baidya & Basu 2011;Ford 1994). At the same time, money spent on marketing through PPC and SEO has been the topic of controversy (Kritzinger & Weideman 2015).…”

Section: Research Problemmentioning

confidence: 99%

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Parallel search engine optimisation and pay-per-click campaigns: A comparison of cost per acquisition

Kritzinger

Weideman

2017

S. Afr. j. inf. manag.

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Background: It is imperative that commercial websites should rank highly in search engine result pages because these provide the main entry point to paying customers. There are two main methods to achieve high rankings: search engine optimisation (SEO) and pay-per-click (PPC) systems. Both require a financial investment – SEO mainly at the beginning, and PPC spread over time in regular amounts. If marketing budgets are applied in the wrong area, this could lead to losses and possibly financial ruin.Objectives: The objective of this research was to investigate, using three real-world case studies, the actual expenditure on and income from both SEO and PPC systems. These figures were then compared, and specifically, the cost per acquisition (CPA) was used to decide which system yielded the best results.Methodology: Three diverse websites were chosen, and analytics data for all three were compared over a 3-month period. Calculations were performed to reduce the figures to single ratios, to make comparisons between them possible.Results: Some of the resultant ratios varied widely between websites. However, the CPA was shown to be on average 52.1 times lower for SEO than for PPC systems.Conclusion: It was concluded that SEO should be the marketing system of preference for e-commerce-based websites. However, there are cases where PPC would yield better results – when instant traffic is required, and when a large initial expenditure is not possible.

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“…Existe interés constante entre los empresarios de municipio de Aguascalientes, Ags., México, en cuanto a las estrategias del Marketing Mix es necesario recalcar que en las empresas del sector comercio pueden llegar a tener extraordinarios resultados como lo es el ROI (retorno de inversión) esto a la gran cantidad de inversiones en las campañas realizadas o en las estrategias utilizadas en el Marketing Mix, algo importante que aporta esta métrica es el apoyo a la ayuda en la toma de decisiones basada en hechos en los segmentos de clientes los cuales generan ingresos, aumenta márgenes operativos, en cuanto a los medios se obtienen una alta demanda de los clientes (Solomianiuk, Stetsenko, y Stepanchuk, 2018). Tomando en cuenta que las empresas MiPyME se debe de generar una cultura de proceso de las métricas, en general para todo los procesos en las estrategias que se generan como son producto, precio, plaza y promoción; para Kotler (1967) cree que es progresivo el interés de desarrollo de método cuantitativos para medir el retorno de inversión, es por ello que siempre se debe generar una métrica una vez que se genere una campañas de marketing, negocios unidades y segmentos de clientes, al generar una métrica aporta a la MiPyME una estadística para saber el funcionamiento de dicha estrategia, esto es cada vez más aplicado en los mercados del sector comercio (Baidya y Basu, 2011).…”

Section: Introductionunclassified

La Efectividad Del Marketing Mix en El Municipio De Aguascalientes, Ags, México: Caso Sector Comercio

2019

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Aunque existe de hace más de 50 años el concepto de Marketing Mix, no necesariamente quiere decir que todos los empresarios saben usar las extensas herramientas que puede apoyar instantáneamente a la empresa para obtener excelentes resultados, atracción a los clientes, esencialmente cuando se realizan estrategias del Marketing Mix dichas estrategias lleva a las empresas a estar en el top empresarial, debido a esto se generara grandes ventas de los productos, posicionamiento en el mercado, entre otras cosas importantes que apoya a las empresas, de lo contrario al tener estrategias erróneas puede llegar a fracasar la empresa, es por esto que esta investigación fue elaborada en el municipio de Aguascalientes, Ags., México a las empresas MiPyME del sector comercio, se analizó la aplicación del Marketing Mix (producto, precio, plaza y promoción) en las empresas MiPyME, así mismo se tomó en cuenta datos primarios y secundarios obtenidos de revistas indexadas, empresas MiPyME del municipio de Aguascalientes, Ags., México; asimismo se utilizó un modelo teórico de segundo grado, con el cual se generó un instrumento con cuatro bloques importantes los cuales son llamados como: bloques de producto, bloque de precio, bloque de plaza y bloque de promoción, dicho instrumento fue aplicado a 280 empresas MiPyME del sector comercio; objetivo principal de la investigación es en un lapso de cinco meses conocer la efectividad del Marketing Mix que aplican las empresas del sector comercio en Aguascalientes, Ags., México, con la finalidad de observar si son efectivas las estrategias dentro de los negocios y fortalecer las áreas de oportunidad, se muestra un estudio cuantitativo deductivo en las estrategias utilizadas en cada una de las empresas del sector comercio del municipio de Aguascalientes, Ags., México.

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Allocation of budget on marketing efforts: an econometric approach in India

Cited by 7 publications

References 73 publications

Board gender composition and marketing effectiveness in the female consumer market in Zimbabwe

Board gender composition and marketing effectiveness in the female consumer market in Zimbabwe

Parallel search engine optimisation and pay-per-click campaigns: A comparison of cost per acquisition

La Efectividad Del Marketing Mix en El Municipio De Aguascalientes, Ags, México: Caso Sector Comercio

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