How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity

R Sethuraman, GJ Tellis, R Briesch

Research output: Contribution to journal › Article › Academic › peer-review

274 Citations (Scopus)

Original language	English
Pages (from-to)	457-471
Number of pages	15
Journal	Journal of Marketing Research
Volume	48
Issue number	3
DOIs	https://doi.org/10.1509/jmkr.48.3.457
Publication status	Published - 2011

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title = "How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity",

author = "R Sethuraman and GJ Tellis and R Briesch",

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AU - Tellis, GJ

AU - Briesch, R

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