Generalizations about Advertising Effectiveness in Markets
基于超过260个估计和450个实地实验，发现广告的销售弹性均值仅为0.1%，且改变媒体、产品、目标群体等策略比调整广告投放量更可能提升销量。
<h3>ABSTRACT</h3> Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or occurs quite rapidly while advertising wear-out occurs more slowly. Details of and differences in these results by condition are discussed in this article.