PT - JOURNAL ARTICLE AU - Tellis, Gerard J. 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.