Efficiency or Waste:A Study on the Overall Efficiency of Chinese Advertising Expenditure——Empirical Test Based on Data of Advertising Expenditure and Sales of Major Advertisers(2001-2020)
The measurement of overall advertising expenditure efficiency in a country(region)holds significant importance in economics.By integrating and cleansing data from China's top 100 large advertisers over the past two decades,it is evident that China's overall advertising expenditure efficiency has exhibited a phased increase,experiencing three stages:low efficiency,efficiency improvement,and high efficiency.Theoretically,major Chinese advertisers can reduce substantial advertising costs while maintaining current sales levels by optimizing overall advertisingexpenditure efficiency.Internet media exhibit higher advertising expenditure efficiency compared to traditional media,thereby enhancing China's overall advertising expenditure efficiency.From an embeddedness perspective,various economic and non-economic factors influence China's overall advertising expenditure efficiency,including GDP growth rate,the establishment and refinement of advertising laws and policies,the specialization level of advertising market participants,and the pace and scope of technological advancement.Further research on China's overall advertising expenditure efficiency should focus on five key areas:first,comparing overall advertising expenditure efficiency across different national systems and varying levels of economic development;second,examining the expenditure efficiency of diverse forms of Internet advertising within China;third,analyzing differences in overall advertising expenditure efficiency among advertisers in various industries;fourth,investigating the impact of generative artificial intelligence on overall advertising expenditure efficiency in China;and fifth,conducting comparative studies on advertising expenditure efficiency between China and other countries.
万方数据
