Análise da relação entre os gastos em propaganda e rentabilidade na indústria nos anos de 2007 a 2015

Abstract

This paper seeks to demonstrate the relationship between profitability and advertising in the manufacturing industry between 2007 and 2015. Advertising is treated from two perspectives: as a competitive differential and as a barrier to entry. Indicators were established for the two variables, with PRO being used for advertising and MLE expenses for profitability. The objective was to allow a qualitative analysis for a better contextualization. These indicators were calculated using data collected from the IBGE Annual Industrial Survey, two digits according to CNAE 2.0 classification. Subsequently a quantitative analysis was performed, at which point these indicators were correlated through the Pearson coefficient. It was verified that there is a positive correlation of weak (in 2008) to moderate (other years) during the analyzed period. It has been observed that there are sectors in which advertising has a more pronounced impact, while in others a high profitability may not be accompanied by an investment in proportional advertising.