Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when

When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar.

Corresponding author:

Moon Young Kang, KAIST College of Business, 85 Hoegiro, Dongdaemun-gu, Seoul 02455, Republic of Korea. Email:


According to popular press such as The Wall Street Journal and Advertising Age, advertising budgets are among the first items when reducing spending at many companies (2014 and 2017) (Neff, 2017; Vranica & Sharma, 2014). However, cutting back advertising spending does not guarantee improved profits. Without advertising, com