2001 headlines jay abraham pdf downloads

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). We are the first to address this gap by providing (1) an advertising elasticity database (AED) and (2) empirical generalizations about advertising elasticities and their determinants. 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. This problem is highly relevant because coding of empirical studies, at least to a certain extent, involves subjective judgment. 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.

Meta-analyses offer a basis for deriving benchmark elasticities for advertising.

Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures.

2001 headlines jay abraham pdf downloads