Construct · 1 fields · 1 citations

advertising elasticity: a standalone construct

One name. One construct. A landmark on the map.

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advertisingelasticity1 CONSTRUCTAdvertising elasticitySETHURAMAN · MARKETING

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Marketing

the percentage change in sales associated with a one percent change in advertising.

In marketing, advertising elasticity refers to the percentage change in sales associated with a one percent change in advertising. This meaning comes from Sethuraman (2011) in Journal of Marketing Research.[1]

Unit
Recovery means
Measured by

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elasticity3 fields · 7 citationsjingle · one word, three sciences

References

  1. Sethuraman, R., Tellis, G. J., & Briesch, R. A. (2011). How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities. Journal of Marketing Research, 48(3), 457-471. https://doi.org/10.1509/jmkr.48.3.457

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