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Measuring the economic effectiveness of place advertising in China

Author

Listed:
  • Chunying Wen

    (Communication University of China)

  • Yingying Wu

    (Communication University of China)

  • Caroline Rosemary Whitfield

    (Scotland’s Rural College)

Abstract

The economic effectiveness of place advertising is a valuable inquiry for both policy makers and marketers. Our study aims to answer the research question of whether or not a significant and localized targeted place brand communication effort is associated with the generation of measurable economic benefits therein. The results indicate that there is a significant positive correlation between place advertising and tourist expenditure based on the data of place-brand advertising campaigns within 31 provinces in China over the period from 2005 to 2015. Further, this study indicates a relationship between the level of advertising spend and the consequential positive impact on tourist expenditure: each 1% increase in advertising spend generates a 0.013% increase in tourist expenditure. The novel concept model presented in this paper aids practitioners to better understand the effect of advertising and promotional place communication in the wider context of local economic planning and national development policy.

Suggested Citation

  • Chunying Wen & Yingying Wu & Caroline Rosemary Whitfield, 2019. "Measuring the economic effectiveness of place advertising in China," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 257-273, December.
    • Handle: RePEc:pal:pbapdi:v:15:y:2019:i:4:d:10.1057_s41254-019-00140-8
    DOI: 10.1057/s41254-019-00140-8
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    References listed on IDEAS

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    2. Simon Anholt, 2007. "What is Competitive Identity?," Palgrave Macmillan Books, in: Competitive Identity, chapter 0, pages 1-23, Palgrave Macmillan.
    3. Stephen G. Fier & David M. Pooser, 2016. "Advertising Effectiveness for Financial Services Firms: Evidence from the Life Insurance Industry," Journal of Insurance Issues, Western Risk and Insurance Association, vol. 39(2), pages 137-168.
    4. Sebastian Zenker & Erik Braun, 2015. "Rethinking the Measurement of Place Brands," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 211-223, Springer.
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