Zero-Weight Advertising Tests with Significant Changes in Sales Effects
| Study | No. of Tests | % Significant (and p) | Sales Difference |
|---|---|---|---|
| Lodish et al. (1995) | 62 | 36 (<0.2) | – 23% (Volume) |
| Riskey (1997) | 23 | 57 | – 15% (Volume) |
| Hu et al. (2007) | 46 | 63a (<0.05) | — |
| Hu et al. (2009) | 27 | 41a (<0.05) | — |
Note:
↵a This statistic was not reported in the published articles; the authors provided it on request.