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• W3124107505 abstract "Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a major shortcoming of prior meta-analyses is that they report only generalized results as the disaggregated raw data are not made available. This problem is highly relevant because coding of empirical studies, at least to a certain extent, involves subjective judgment. For this reason, meta-studies would be more valuable if researchers and practitioners had access to disaggregated data allowing them to conduct further analyses of individual, e.g., product-level-specific, interests. We are the first to address this gap by providing an advertising elasticity database (AED) and empirical generalizations about advertising elasticities and their determinants. Our findings indicate that the average current-period advertising elasticity is 0.09, which is substantially smaller than the value 0f 0.12 that was recently reported by Sethuraman, Tellis, and Briesch (2011). Furthermore, our meta-analysis reveals a wide range of significant determinants of advertising elasticity. For example, we find that advertising elasticities are higher for hedonic and experience goods than for other goods; for new than for established goods; when advertising is measured in gross rating points (GRP) instead of absolute terms; and when the lagged dependent or lagged advertising variable is omitted." @default.
• W3124107505 created "2021-02-01" @default.
• W3124107505 creator A5040681232 @default.
• W3124107505 creator A5070879281 @default.
• W3124107505 creator A5091785783 @default.
• W3124107505 date "2011-12-19" @default.
• W3124107505 modified "2023-09-26" @default.
• W3124107505 title "Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis" @default.
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