Advertising empirical generalizations: Implications for research and action

Journal of Advertising Research

Volumn 49, Issue 2, 2009, Pages 246-252

  Wind, Yoram Jerry ^a   Sharp, Byron ^b  

^a UNIVERSITY OF PENNSYLVANIA   (United States)

^b UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 67651156222     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849909090369     Document Type: Article

References (4)

1. Binet, Les, and Peter Field. "Empirical Generalizations about Advertising Campaign Success." Journal of Advertising Research 49, 2(2009):130-33.
2. Bronnenberg, B., J.-P. Dubé, and C. Mela. "Do DVRs Influence Consumers' Brand Purchases." Working Paper, Tilburg University, 2009.
3. Hanssens, Mike. Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research. Cambridge, MA: Marketing Science Institute, April 2009.
4. Mueller-Lust, R., and A. Bulgrin. "Digital Video Recorders: Adoption and Impact." Advertising Research Foundation's Week of Workshops, Marriot Financial Center, New York, November 2004.