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

R Sethuraman, GJ Tellis, R Briesch

Research output: Contribution to journalArticleAcademicpeer-review

224 Citations (Scopus)
Original languageEnglish
Pages (from-to)457-471
Number of pages15
JournalJournal of Marketing Research
Volume48
Issue number3
DOIs
Publication statusPublished - 2011

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