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Advertising effectiveness

Tellis, Gerard J. - In: The history of marketing science, (pp. 209-235). 2014

Persistent link: https://www.econbiz.de/10010415814

Generalizations about advertising effectiveness in markets

Tellis, Gerard J. - In: Journal of advertising research 49 (2009) 2, pp. 240-245

Persistent link: https://www.econbiz.de/10003860585

Advertising effectiveness in contemporary markets

Tellis, Gerard J. - In: The Sage handbook of advertising, (pp. 264-280). 2007

Persistent link: https://www.econbiz.de/10003570490

Effective advertising : understanding when, how, and why advertising works

Tellis, Gerard J. - 2004 - Online-Ausg.

Persistent link: https://www.econbiz.de/10013207835

Research on advertising in a recession : a critical review and synthesis

Tellis, Gerard J.; Tellis, Kethan - In: Journal of advertising research 49 (2009) 3, pp. 304-327

Persistent link: https://www.econbiz.de/10003900832

How well does advertising work? : generalizations from meta-analysis of brand advertising elasticities

Sethuraman, Raj; Tellis, Gerard J.; Briesch, Richard A. - In: Journal of marketing research : JMR 48 (2011) 3, pp. 457-471

Persistent link: https://www.econbiz.de/10009161369

Halo (spillover) effects in social media : do product recalls of one brand hurt or help rival brands?

Borah, Abhishek; Tellis, Gerard J. - In: Journal of marketing research : JMR 53 (2016) 2, pp. 143-160

Persistent link: https://www.econbiz.de/10011485245

Does offline TV advertising affect online chatter? : quasi-experimental analysis using synthetic control

Tirunillai, Seshadri; Tellis, Gerard J. - In: Marketing science 36 (2017) 6, pp. 862-878

Persistent link: https://www.econbiz.de/10011791423

Generalizations About Advertising Effectiveness in Markets

Tellis, Gerard J. - 2010

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,...

Persistent link: https://www.econbiz.de/10013148945

The Sage handbook of advertising

Tellis, Gerard J. (ed.); Ambler, Tim (ed.) - 2007

Persistent link: https://www.econbiz.de/10013547523