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Research article

First published 2023-1

The Impact of Advertising Creative Strategy on Advertising Elasticity

Filippo Dall’Olio, Demetrios Vakratsas

Journal of Marketing

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Research article

First published 2011-6

How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities

Raj Sethuraman, Gerard J. Tellis, Richard A. Briesch

Journal of Marketing Research

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Research article

First published 2015-10

How Does Advertising Affect the Price Elasticity of Lodging Demand? Evidence from Taiwan

Chiang-Ming Chen, Yu-Chen Lin, Yi-Chun Tsai

Tourism Economics

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Research article

First published 1973-8

Sales-Advertising Cross-Elasticities and Advertising Competition

Darral G. Clarke

Journal of Marketing Research

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Research article

First published 1998-4

Meta-analysis of Advertising Elasticity Estimates: How to Correct for the Sampling Error Bias

Subir Bandyopadhyay

Vikalpa: The Journal for Decision Makers

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Research article

First published 2014-10

Driving Online and Offline Sales: The Cross-Channel Effects of Traditional,Online Display,and Paid Search Advertising

Isaac M. Dinner, Harald J. Heerde Van, Scott A. Neslin

Journal of Marketing Research

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Research article

First published 2013-10

Driving Online and Offline Sales: The Cross-Channel Effects of Traditional,Online Display,and Paid Search Advertising

Isaac M. Dinner, Harald J. Van Heerde, Scott A. Neslin

Journal of Marketing Research

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Research article

First published 2020-5

The Commercial Consequences of Collective Layoffs: Close the Plant,Lose the Brand?

Vardit Landsman, Stefan Stremersch

Journal of Marketing

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Research article

First published 2015-8

Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling

Vinod Venkatraman, Angelika Dimoka, Paul A. Pavlou [...]

Journal of Marketing Research

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Research article

First published 1987-3

The Cross-Elasticity of Demand for National Newspaper Advertising

John C. Busterna

Journalism & Mass Communication Quarterly

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