Nejadmalayeri, Ali; Mathur, Ike; Singh, Manohar - In: Journal of Corporate Finance 19 (2013) C, pp. 78-94
Research shows that by enhancing visibility, advertising improves stock liquidity and returns. Unlike stock holders, bond holders may view advertising skeptically. Without proven effectiveness in improving revenues, large pre-interest advertising expenditures can be seen as eroding a firm's...