Advertising Impact Generalizations In a Marketing Mix Context

Dominique M. Hanssens
Anderson 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, as a result of a percent change in a marketing driver X).

As Editor of the MSI volume, I welcome this opportunity to comment on our knowledge of advertising impact in the broader marketing-mix context that is the subject of the MSI book. In what follows, I will refer to the two sets of EG collections as “JAR EGs” and “MSI EGs” (see overview in Table 1). I will use the term “products” to refer to either physical goods or services.