Advertising Empirical Generalizations: Implications for Research and Action

Yoram (Jerry) Wind and Byron Sharp

A special conference on empirical generalizations (EGs) in advertising led to this special issue of the Journal of Advertising Research.

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

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