Valuation of various media advertising expenditures - UK perspective Online publication date: Mon, 16-Mar-2015
by Maqsood Iqbal Qureshi
International Journal of Accounting, Auditing and Performance Evaluation (IJAAPE), Vol. 11, No. 1, 2015
Abstract: This study empirically investigates the potential differential media advertising valuation effects for a sample of UK firms over the period 1998-2003. Contrary to the findings of previous research, this study could not find evidence that the valuation relevance of advertising varies substantially with the type of medium used to communicate it. The overall results of this study show a positive and significant association between different measures of advertising expenditures and the market value of the firm. All in all, this paper should help to understand better the extent to which different media advertising investments play a role in firm valuation in the UK market and enhance an advertiser's capacity to plan for and make optimal use of alternative media.
Online publication date: Mon, 16-Mar-2015
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Accounting, Auditing and Performance Evaluation (IJAAPE):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com