Advertising Elasticity

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. It is the only generalization-role anchor among the ten and the newest cell: a 2011 synthesis that closes a chain of elasticity generalizations begun in 1976.

The family that gives the most and takes the least: Marketing Programs is the table's largest net seedbed (+34 links), and this is its most-named cell. Four of its six filled cells are Implementation Content; the mix is what strategy executes.

No curated links; all 12 of its links are mentions, and they cluster where the elasticity question went next: six in Digital, Data, and Technology (web advertising response, sponsored search, retargeting, mobile targeting, privacy regulation, the personalization paradox) and three in Marketing-Finance (systematic risk, event studies, myopic management). The question migrated online and to Wall Street.

No documented link in. Its reference list is the lineage itself: Clarke (1976) on the duration of advertising effects, Lambin (1976), Assmus, Farley, and Lehmann (1984), the first elasticity meta-analysis, Tellis (1988), Lodish et al. (1995), Vakratsas and Ambler (1999), and Bijmolt, van Heerde, and Pieters (2005) on price elasticities. A generalization built on generalizations.

Seven anchor works in four families cite it, and three of them are meta-analyses: Marketing's Impact on Firm Value (Edeling and Fischer, 2016), When Does Market Share Matter (Edeling and Himme, 2018), and Building, Measuring, and Profiting from Customer Loyalty (Watson et al., 2015). The others: Brand-Customer Asset Link (Stahl et al., 2012), Advertising Channel Effectiveness (Danaher and Dagger, 2013), Integrating Marketing Communications (Batra and Keller, 2016), and consumer- versus sales-based brand equity (Datta, Ailawadi, and van Heerde, 2017).