Medida da rentabilidade promocional

Resumen

The objective of this paper is to present an instrument for measuring and analysing the effects of long and short-range advertising efforts on the total sales of the company. In Brazil, this effect is measured in a totally inadequate fashion. The authors have applied important concepts in this paper, namely fade out and depreciation rates of the advertising action, marginal income, long and shortrange advertising elasticities that permit to evaluate the effectiveness of a firm's advertising actions under certain conditions.