TY - JOUR T1 - Generalizations about Advertising Effectiveness in Markets JF - Journal of Advertising Research JO - J Advert Res SP - 240 LP - 245 DO - 10.2501/S0021849909090357 VL - 49 IS - 2 AU - Gerard J. Tellis Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/240.abstract N2 - 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. ER -