Generalizations about Advertising Effectiveness in Markets

Gerard J. Tellis

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent.

Generalizations about Advertising Effectiveness in Markets

Gerard J. TellisMarshall School of Business University of Southern California

OVERVIEW

“Advertising effectiveness in markets” refers to market response to a firm's (or a brand's) advertising....

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