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...

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...

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

Research on over 400 estimates of advertising elasticity leads to the following important generalization. If advertising changes by 1%, sales or market share will change by about .1%. (That is, advertising elasticity is 0.1.). The advertising elasticity is higher in Europe relative to the US,...