If the question is ad effects, the answer is "not elasticities"

Journal of Advertising Research

Volumn 41, Issue 2, 2001, Pages 7-11

  Broadbent, Simon ^a  

^a BrandCon Limited   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33748260636     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-41-2-7-11     Document Type: Article

References (4)

1. BROADBENT, S. "What Do Advertisements Really Do for Brands?" International Journal of Advertising 19, 2 (2000): 147-65. (See for a description of the 100 Brands project used for the examples.)
2. _, and SPITTLER, J. "How to Schedule TV: Exploit Learning from Hard Data." ADMAP, December 1999, pp 19-21. (See again for a description of the 100 Brands project.)
3. STONE, R., and DUFFY, M. "Measuring the Impact of Advertising." Journal of Advertising Research 33, 6 (1993): RC8-12.
4. TELLIS, G. T. "The Price Elasticity of Selective Demand: A Meta-analysis of Sales Response Models." Marketing Science Institute, Report No 88-105, 1988.