Sujata Banerjee <br/><br/>
Advertisement vs Societal Based Marketing Communication: An Empirical Analytic Comparison vis-a-vis Profit Contribution 

 -  2018-06-30 
 - 15 
 -  6  48 .
<br/><br/> This Research was Carried out in a crucial time of transition when ad-believability is showing downward tendency and marketers earnestly require alternative tools for their better customer connect. Appropriate reviews of Literature helped us to understand how social spending can be used as an alternative to generate a positive impact on profitability alongside advertisement spending. The results indicated the efficiency of spending on core societal issues towards profit contribution in comparison to advertisement expenditure. The results further helped us to conclude the complimentary role of societal spending along with advertisement spending on strategic brand building. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising
<br/><br/><label>Subjects--Facted Index Terms: </label><br/> Marketing expenditure<br/>Advertisement<br/>corporate societal responsibility<br/>marketing communication<br/>sales