What is it about?
The article illustrates in which situation a company should or should not outsource the online marketing service to an advertising agency. This decision is a dilemma for many marketers who do not know if (and how much) they should allocate money for advertising on Facebook or Google. Effectiveness is measured in profit margin.
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Why is it important?
It is the first study to combine outsourcing service to advertising agency with the return on online advertising.
Perspectives
Doing this research was a great pleasure for revealing a great curiosity of marketing executives. In addition, it was possible to ascertain data from two of the largest companies in the industry (Facebook and Google) applied to advertising a company's services.
Dr Rafael Barreiros Porto
Universidade de Brasilia
Read the Original
This page is a summary of: Investment in online advertising and return on sales: Does it pay to outsource the services to an advertising agency?, Journal of Marketing Communications, June 2018, Taylor & Francis,
DOI: 10.1080/13527266.2018.1482558.
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