Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
81IC
Ae
Advertising Elasticity
Family
8. Marketing Programs (III · Organization and Programs)
Era
Period 6: Engagement and Networks, 2010s
Block
IC · Implementation, content
Tier
Major
Cell card
Description
Their meta-analysis of brand advertising elasticities found a mean short-term elasticity of about 0.1 and identified how elasticities vary across product categories, markets, and time.
Managerial Implications
Across decades of studies, advertising elasticity is small, around 0.1 in the short term and roughly double that in the long term, and has been declining. Advertising works better for new products, in Europe versus the United States, and for durable goods. Managers should expect modest average returns, concentrate advertising where elasticity is known to be higher, and test rather than assume, because the typical campaign does not pay back on short-term sales.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
