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...