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,...