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Empirical generalizations : new laws for digital marketing ; how advertising research must change

Wind, Yoram; Sharp, Byron; Nelson-Field, Karen - In: Journal of advertising research 53 (2013) 2, pp. 175-180

Persistent link: https://www.econbiz.de/10009778469

Generalisability of advertising persuasion principles

Sharp, Byron; Hartnett, Nicole - In: European journal of marketing : EJM 50 (2016) 1/2, pp. 301-305

Persistent link: https://www.econbiz.de/10011453370

Advertising budgeting : a reinvestigation of the evidence on brand size and spend

Danenberg, Nick; Kennedy, Rachel; Beal, Virginia; … - In: Journal of advertising : official publication of the … 45 (2016) 1, pp. 139-146

Persistent link: https://www.econbiz.de/10011453908

Measuring advertising's effect on mental availability

Vaughan, Kelly; Corsi, Armando Maria; Beal, Virginia; … - In: International journal of market research 63 (2021) 5, pp. 665-681

Persistent link: https://www.econbiz.de/10012625184

When brands go dark : examining sales trends when brands stop broad-reach advertising for long periods

Harnett, Nicole; Gelzinis, Adam; Beal, Virginia; … - In: Journal of advertising research 61 (2021) 3, pp. 247-259

Persistent link: https://www.econbiz.de/10012656801

Forecasting advertising and media effects on sales : econometrics and alternatives

Dawes, John; Kennedy, Rachel; Green, Kesten; Sharp, Byron - In: International journal of market research : JMRS ; the … 60 (2018) 6, pp. 611-620

Persistent link: https://www.econbiz.de/10011980262

A new theorem for optimizing the advertising budget

Wright, Malcolm - Volkswirtschaftliche Fakultät, … - 2008

This paper reports a new theorem and proof for optimizing the advertising budget. The theorem is that the optimal rate of advertising is equal to gross profit multiplied by advertising elasticity. This does not involve a ratio of elasticities, and so is an advance on the Dorfman-Steiner theorem...

Persistent link: https://www.econbiz.de/10011109112

A new theorem for optimizing the advertising budget

Wright, Malcolm - Volkswirtschaftliche Fakultät, … - 2008

Persistent link: https://www.econbiz.de/10005789572

Is digital advertising effective under conditions of low attention?

Santoso, Irene; Wright, Malcolm; Trinh, Giang; Avis, Mark - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 17/18, pp. 1707-1730

Persistent link: https://www.econbiz.de/10012424268

The mirror effect in online survey data : evidence and implications for marketing theory and strategy

Stocchi, Lara; Bellman, Steve; Pourazad, Naser; … - In: Psychology & marketing 41 (2024) 9, pp. 1997-2012

Persistent link: https://www.econbiz.de/10015075013