Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025)

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The Impact of Different Types of Advertising on Product Sales

Authors
Yizheng Wang1, *
1Department of Finance, Beijing University of Technology, Beijing, China
*Corresponding author. Email: 22373225@emails.bjut.edu.cn
Corresponding Author
Yizheng Wang
Available Online 26 June 2025.
DOI
10.2991/978-94-6463-770-0_60How to use a DOI?
Keywords
Multiple linear regression modeling; advertising; e-commerce; marketing; python
Abstract

This study explores the influence of various advertising types on product sales, with a particular emphasis on the effectiveness of television, radio, and newspaper advertising strategies. The analysis is based on a public sales dataset sourced from Kaggle. In the preliminary stages, data preprocessing and exploratory data analysis (EDA) were conducted to assess the relationship between the expenditures on different types of advertising and product sales. Subsequently, a multiple linear regression model was developed to estimate the regression coefficients associated with each advertising type. This model facilitates a quantitative evaluation of the extent to which each advertising medium influences sales outcomes. The findings suggest that television advertising exerts the most substantial effect on sales, while newspaper advertising has the least influence. Radio advertising’s impact is intermediate, indicating a moderate correlation with sales performance. These results underscore the varying degrees of effectiveness of different advertising mediums, providing valuable insights for marketers seeking to optimize their advertising strategies.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2025
ISBN
978-94-6463-770-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-770-0_60How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yizheng Wang
PY  - 2025
DA  - 2025/06/26
TI  - The Impact of Different Types of Advertising on Product Sales
BT  - Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025)
PB  - Atlantis Press
SP  - 536
EP  - 543
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-770-0_60
DO  - 10.2991/978-94-6463-770-0_60
ID  - Wang2025
ER  -