PT - JOURNAL ARTICLE AU - Dominique M. Hanssens TI - Advertising Impact Generalizations In a Marketing Mix Context AID - 10.2501/S0021849909090151 DP - 2009 Jun 01 TA - Journal of Advertising Research PG - 127--129 VI - 49 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/49/2/127.short 4100 - http://www.journalofadvertisingresearch.com/content/49/2/127.full SO - J Advert Res2009 Jun 01; 49 AB - What has academic research revealed about the quantifiable impact of advertising on business performance? This article summarizes the advertising-related findings in a recent Marketing Science Institute book on empirical generalizations about marketing impact.