How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities

Journal of Marketing Research

Volumn 48, Issue 3, 2011, Pages 457-471

  Sethuraman, Raj ^a   Tellis, Gerard J ^a   Briesch, Richard A ^b  

^a Department of Marketing and Marilyn ^*  (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

Author keywords

Advertising elasticity; Empirical generalization; Marketing mix; Meta analysis; Promotion

Indexed keywords

EID: 79959359240     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.3.457     Document Type: Article

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