RT Journal Article
SR Electronic
T1 Generalizations about Advertising Effectiveness in Markets
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 240
OP 245
DO 10.2501/S0021849909090357
VO 49
IS 2
A1 Tellis, Gerard J.
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/240.abstract
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.