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All the papers from this special issue of the Journal of Advertising Research focus on 'what we know about advertising'.

Overall, they aim to act as a starting point for developing advertising strategy, establish a loose set of rules to be followed by management, provide an insight into understanding the impact of changes in marketing strategy and the financial climate, and serve as a guide for the future research agenda.

1.

Today's Advertising Laws: Will They Survive the Digital Revolution?
Byron Sharp and Yoram (Jerry) Wind, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.120-126

This is an introductory paper in a special issue of the Journal of Advertising Research (JAR) on empirical laws, based on an invitation-only conference at held at the Wharton School, University of Pen

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2.

Advertising Impact Generalizations in a Marketing Mix Context
Dominique M. Hanssens, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.127-129

This paper reviews and summarises a recent book issued by the Marketing Science Institute (MSI): Empirical Generalizations about Marketing Impact. The book contains more than 80 empirical generalizati

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3.

Empirical Generalizations about Advertising Campaign Success
Les Binet and Peter Field, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.130-133

This article summarises the findings in the authors' book: Marketing in the Era of Accountability (2007), based on their review of 880 IPA Award case history submissions. The article describes the ana

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4.

Whither the Click? How Online Advertising Works
Gian M. Fulgoni and Marie Pauline Mörn, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.134-142

The click rate on internet display advertisements averages only 0.1%. This article investigates whether this implies that online display ads are ineffective, or alternatively that they work in a way s

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5.

The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising
Jenni Romaniuk, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.143-150

This article examines brand-execution tactics (showing and naming the brand) in television, internet video advertising, and brand placement within TV programs. Multiple research studies provide evide

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6.

Brand Placement Prominence: Good for Memory! Bad for Attitudes?
Eva van Reijmersdal, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.151-153

This paper presents two laws about the effects of brand placement on audience reactions. Brand placement is the compensated inclusion of brands or brand identifiers within media programming. The first

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7.

The Role of Advertising in Word of Mouth
Ed Keller and Brad Fay, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.154-158

The article discusses the relationship between advertising and Word-of-Mouth (WOM). New empirical data collected by the authors over a three-year period, from their weekly TalkTrackR survey (a nationa

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8.

How Clutter Affects Advertising Effectiveness
Peter Hammer, Erica Riebe, and Rachel Kennedy, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.159-163

This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works. Advertising avoidance is similar

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9.

A New Theorem for Optimizing the Advertising Budget
Malcolm Wright, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.164-169

This article offers a new solution to the advertising budgeting problem, developed through empirical optimization. This method combines axioms with empirical generalizations to simulate profits. The r

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10.

Using Quasi-Experimental Data to Develop Empirical Generalizations for Persuasive Advertising
J. Scott Armstrong and Sandeep Patnaik, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.170-175

This paper argues that “quasi-experimental data” provide a valid and relatively low-cost approach toward developing empirical generalizations (EGs). These data are obtained from studies in which some

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11.

The In-Store “Audience”
Herb Sorensen, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.176-179

The in-store audience is only superficially similar to other audiences because the dominant purpose of this “audience” is specifically to make immediate purchases. Efficiency is a major consideration

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12.

Behavioral Effects of Digital Signage
Raymond R. Burke, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.180-185

Digital signs have become an important new channel for communicating with consumers in retail shopping environments. An analysis of academic and commercial experiments reveals that in-store advertisin

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13.

Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns
Leslie Wood, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.186-192

Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is

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14.

The Spacing Effects of Multiple Exposures on Memory: Implications for Advertising Scheduling
Alan G. Sawyer, Hayden Noel, and Chris Janiszewski, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.193-197

The “spacing effect” refers to the fact that longer intervals between exposures (such as successive presentations of online pop-ups) result in better learning than shorter intervals. This article offe

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15.

Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function
Jennifer Taylor, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.198-200

This article examines the generalizability of convex-shaped advertising response functions. Using single-source data, the authors analyzed the response functions of brands in four consumer goods categ

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16.

An Update of Real-World TV Advertising Tests
Ye Hu, Leonard M. Lodish, Abba M. Krieger, and Babak Hayati, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.201-206

An analysis is performed on the results of 50 recent real-world TV advertising tests conducted by Information Resources, Inc. to update the findings of Lodish et al. [Journal of Marketing Research 32,

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17.

The Total Long-Term Sales Effects of Advertising: Lessons from Single Source
Kate Newstead, Jennifer Taylor, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.207-210

This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without ex

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18.

Television: Back to the Future
Byron Sharp, Virginia Beal, and Martin Collins, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.211-219

TV keeps changing, and viewers have more alternatives than ever. Yet television-viewing behaviour continues to follow some law-like patterns that have remained in place over the past 40 years. These e

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19.

Empirical Evidence of TV Advertising Effectiveness
Joel Rubinson, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.220-226

In this article, three hypotheses were examined that, if accepted, would lead us to conclude that the effectiveness of TV advertising has declined over time. Seven different databases-accounting for a

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20.

The Enduring Influence of TV Advertising and Communications Clout Patterns in the Global Marketplace
Oscar Jamhouri and Marek L. Winiarz, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.227-235

Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and addit

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21.

Digital Video Recorders and Inadvertent Advertising Exposure
Erik du Plessis, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.236-239

It has been argued that the 30-second TV advertisement is dead because owners of digital video recorders fast-forward though advertisements. This denies the speed with which neurons classify things th

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22.

Generalizations about Advertising Effectiveness in Markets
Gerard J. Tellis, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.240-245

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, advertis

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23.

Advertising Empirical Generalizations: Implications for Research and Action
Yoram (Jerry) Wind and Byron Sharp, Journal of Advertising Research, Volume 49, No. 2, June 2009, pp.246-252

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 giv

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