If the Question is Ad Effect, the Answer is 'Not Elasticities'

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands).

If the Question Is Ad Effects, the Answer Is 'Not Elasticities'

Simon BroadbentBrandCon Ltd.

After market-mix modeling, it has become the custom to report advertising sales elasticity. This has been used to compare advertising effects: across years, campaigns,...

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