![]() ![]() 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. ![]()
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