Advertising Empirical Generalizations: Implications for Research and Action
Yoram (Jerry) WindThe Wharton School, University of Pennsylvania
Byron SharpEhrenberg-Bass Institute for Marketing Science, University of South Australia
INTRODUCTION
Having reviewed many dozens of potential empirical generalizations (EGs) about advertising from a December 2008 Wharton conference on empirical generalizations,1 as well as eight other EGs presented in the MSI book on Empirical Generalizations about Marketing Impact (Hanssens, 2009) and ten from the study of the U.K.'s IPA Effectiveness Awards (see Binet and Field, p. 130, this issue), the question we face is, what do we...