The authors study how ad cues attect consuMer behavior in new versus well-established markets. The authors use theoretical insights from consumer information processing to argue that the same ad cues can have different ettects on consumer behavior, depending on whether the market is new or old....

Research on over 400 estimates of advertising elasticity leads to the following important generalization. If advertising changes by 1%, sales or market share will change by about .1%. (That is, advertising elasticity is 0.1.). The advertising elasticity is higher in Europe relative to the US,...

Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States