PT  - JOURNAL ARTICLE
AU  - Gerard J. Tellis
TI  - Generalizations about Advertising Effectiveness in Markets
AID  - 10.2501/S0021849909090357
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 240--245
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/240.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/240.full
SO  - J Advert Res2009 Jun 01; 49
AB  - Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or occurs quite rapidly while advertising wear-out occurs more slowly. Details of and differences in these results by condition are discussed in this article.