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An assessment of advertising effectiveness of Indian banks using Koyck model

机译：使用Koyck模型评估印度银行的广告效果

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Purpose - The problem of differentiation and creating a unique selling proposition is higher in the banking sector, as, any new service or product introduced is very quickly imitated by the competitors. The benefits of advertising have been seen to have long-term effects on the firm's performance and debate is still on whether the expenses of advertising should be amortized or expensed immediately has been the area of concern for many years. The purpose of this paper is to carry out a comparative analysis of advertising effectiveness on private and public sector banks in India. Design/methodology/approach - This study has included 33 listed commercial banks out of 41 listed on S&P BSE 500. Out of 33 banks, 14 banks belong to private sector and 19 banks are public sector banks. Data are extracted for a period of 14 years from 2004 to 2017 from Ace Equity. In total, there are 462 firm-year observations. Interest income, operating income and return on assets are the accounting measures considered in this paper. All the variables are deflated by total assets at the beginning of the period. To assess the effect of advertising on financial measures, distributed lag model is used. Findings - The results of Koyck model suggest that it takes lesser time for private sector banks to see a significant change in interest income and return on assets with a change in advertising expenses whereas in case of operating income, the results achieved are opposite. Originality/value - This study may be useful from accounting point of view to find out whether advertising creates long-term or short-term impact on financial measures. The study would help in determining the number of years for which advertising expenses can be amortized. With the help of these results, it can be said that advertisement expenses can be capitalized and then expensed over coming years. This means, to some extent advertisement has some long-run impact on financial measures considered in the study. In order to achieve more robust results, this study can be performed on different sectors.
机译：目的-在银行业，差异化和创建独特的销售主张的问题较高，因为引入的任何新服务或产品都会很快被竞争对手模仿。长期以来，人们一直认为广告的收益会对该公司的业绩产生长期影响，而争论的焦点仍然是是否应立即摊销或支出广告费用，这一直是人们关注的问题。本文的目的是对印度私营和公共部门银行的广告效果进行比较分析。设计/方法/方法-该研究包括在标准普尔BSE 500上市公司中的41家中的33家上市商业银行。在33家银行中，有14家属于私人部门，而19家是公共部门。从Ace Equity提取2004年至2017年14年期间的数据。总共有462个公司年观测值。利息收入，营业收入和资产收益率是本文考虑的会计方法。所有变量都在期初按总资产缩小。为了评估广告对财务指标的影响，使用了分布式滞后模型。研究结果-Koyck模型的结果表明，私人部门银行花更少的时间看到利息收入和资产收益的显着变化以及广告费用的变化，而营业收入的结果却相反。原创性/价值-从会计角度看，这项研究可能有用，它可以发现广告是对财务指标产生长期还是短期影响。该研究将有助于确定可以摊销广告费用的年数。借助于这些结果，可以说广告费用可以资本化，然后在未来几年内支出。这意味着，广告在某种程度上会对研究中考虑的财务指标产生长期影响。为了获得更可靠的结果，可以在不同部门进行这项研究。

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