Impact of Advertisement Expenditure and Inflation on Sales Revenue: Transfer Function Analysis
Author: Amna Rubab

This study investigates the impact of advertisement expenditure and inflation on sales in case of Pakistan, using two firms naming ZIL Limited and Nestle Pakistan Limited, by using transfer function model. Annual time series data from 1982 to 2011 on three variables namely advertisement expenditure, sales and inflation has been used. This study found that in case of ZIL Limited sales depend upon first and second lag of advertisement expenditure and on its own first lag. While in case of Nestle Pakistan Limited sales are dependent on own first lag showing previous year sales positively affects current year sales. Supervisor:- Dr. Abdul Qayyum

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Keywords : Advertisement, Advertisement Expenditure, Advertisement Impact, Inflation, Sales Revenue, Transfer Function
Supervisor: Abdul Qayyum

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