Based on an extensive review of research on advertising in a recession, the authors identify
over 40 related studies. Ten of these studies involve original empirical analyses of cross-…

… Tellis is Professor of Marketing, Director of Center for Global Innovation, and Neely Chair in
American Enterprise, and Kethan Tellis is … level of advertising the optimal level (Tellis 2004). …

… Tellis is Professor of Marketing, Director of Center for Global Innovation, and Neely Chair in
American Enterprise, and Kethan Tellis is … level of advertising the optimal level (Tellis 2004). …

… To Sonia, whose enthusiasm has been a joy, Kethan, whose simplicity has been a charm,
Viren, whose enterprise has been an inspiration, Neil, whose focus has been a model, Cheryl, …

… Our estimate is also similar to that of Sethuraman and Tellis (1991), who find that the
mean … Sethuraman and Tellis (1991) develop a model to integrate these factors and draw …

Marketers are under increasing pressure to demonstrate the financial effectiveness of their
promotions. This pressure intensifies when economic conditions are poor. Using event study …

Accounting is a system which has tremendous responsibility of maintaining information to
both internal and external environments of business. The reliability and accuracy of this …

This thesis comprises three essays on marketing in a dynamic context. The first essay
focuses on optimal dynamic marketing budget allocation problem and proposes a novel …

The author reexamines the cyclical sensitivity of national advertising expenditure with a
longitudinal data set of 59 countries over 35 years. In contrast to prior studies, the author …

The present study focuses on the effectiveness of advertising during different stages of a
business cycle. The sample from the Compustat database covers 4 crises. The effect of …