Advertising Impact Generalizations in a Marketing Mix Context

This paper reviews and summarises a recent book issued by the Marketing Science Institute (MSI): Empirical Generalizations about Marketing Impact.

Advertising Impact Generalizations In a Marketing Mix Context

Dominique M. HanssensAnderson School of Management, University of California, Los Angeles

The Marketing Science Institute (MSI) recently released Empirical Generalizations about Marketing Impact,the eighth volume in its Relevant Knowledge Series. The book contains more than 80 empirical generalizations (EGs), contributed by about 60 academics from around the world. Each EG is summarized and documented in a standard one-page format. To the extent possible, the EGs are quantified using a response metric that allows comparisons across business settings, for example, elasticity (i.e., the percent change in a performance variable Y,...

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