Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States

This study conducts a meta-analysis of 872 short-term brand-level advertising elasticities estimated in 57 studies published between 1960 and 2008. Short-term advertising elasticity is the percent change in a brand's current period sales for one percent change in the brand's current period...

The abundance of highly disaggregate data (e.g., at 5 second intervals) raises the question of the optimal data interval to estimate advertising carryover. The literature assumes that 1) the optimal data interval is the inter-purchase time, 2) too disaggregate data causes a disaggregation bias...

Based on an extensive review of research on advertising in a recession, the authors identify over 40 related studies. Ten of these studies involve original empirical analyses of cross-sectional or time series data. The rest are theoretical discussions, reviews, cases, or opinions. The studies...

The authors study how ad cues attect consuMer behavior in new versus well-established markets. The authors use theoretical insights from consumer information processing to argue that the same ad cues can have different ettects on consumer behavior, depending on whether the market is new or old....