Subject Index
 

Despite its importance, research on advertising productivity is limited and fragmentary. This article consolidates the major research streams on different facets of productivity. This consolidation al ...

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using 'elasticity' in the form of a coefficient ...

Knowledge of a brand’s price and advertising elasticities makes it possible to determine what would happen if advertising expenditure and/or its price were changed. The article provides a brief resumé ...

Describes and illustrates a brand choice model, developed by the authors, for estimating advertising effectiveness with other causal variables, based on single-source scanner data. Previous multinomia ...

The amount to spend on advertising is determined by a process, not a formula. This practical guide examines the whole of this process, from understanding the brand's budget to assessing what a campai ...

Criticises the suggestion, by Professor Tellis and others, that advertising elasticity being smaller than price elasticity is the reason why marketing expenditure (at least in the US) has been shiftin ...

The article examines whether brand-switching elasticities derived from logit choice models are overestimated as a result of a rational consumer adjustment of purchase timed to coincide with promotion ...