PT  - JOURNAL ARTICLE
AU  - Wind, Yoram (Jerry)
AU  - Sharp, Byron
TI  - Advertising Empirical Generalizations: Implications for Research and Action
AID  - 10.2501/S0021849909090369
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 246--252
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/246.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/246.full
SO  - J Advert Res2009 Jun 01; 49
AB  - A special conference on empirical generalizations (EGs) in advertising led to this special issue of the Journal of Advertising Research. It also generated a representative selection of 23 EGs that give a sense of how strong our scientific knowledge is about advertising, and where the gaps lie. While real advances in knowledge have been achieved, the list highlights significant knowledge gaps, particularly concerning advertising in the new fragmented interactive-media world. We surveyed advertising thought leaders on which of these empirical laws they felt were most important and most certain. Many of our empirical laws suffer from inadequate knowledge concerning the conditions over which they do and do not generalize.