TY - JOUR T1 - Advertising Impact Generalizations In a Marketing Mix Context JF - Journal of Advertising Research JO - J Advert Res SP - 127 LP - 129 DO - 10.2501/S0021849909090151 VL - 49 IS - 2 AU - Dominique M. Hanssens Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/127.abstract N2 - 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. ER -