| Tiivistelmä: | This introductory article of this Special issue on 'empirical generalisations' presents the issue dealt with by the papers first presented at a conference at the Wharton School, University of Pennsylvania, U.S. in Dec, 2008. The Special issue list of contents as follows:
"Today's Advertising Laws: Will They Survive the Digital Revolution?" by B. Sharp and Y. Wind, p. 120-126 ; "Advertising Impact Generalizations in a Marketing Mix Context" by D.M. Hassens, p. 127-129 ; "Empirical Generalizations about Advertising Campaign Success" by L. Binet and P. Field, p. 130-133 ; " Whither the Click? How Online Advertising Works" by G.M. Fulconi and M.P. Mörn, p. 134-142 ; "The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising" by J. Romaniuk, p. 143-150 ; "Brand Placement Prominence: Good for Memory! Bad for Attitudes?" by E. van Reijmersdal, p. 151-153 ; "The Role of Advertising in Word of Mouth" by E. Keller and B. Fay, p. 154-158. "How Clutter Affects Advertising Effectiveness" by P. Hammer, E. Riebe and R. Kennedy, p. 159-163 ; "A New Theorem for Optimizing the Advertising Budget" by M. Wright, p. 164-169 ; "Using Quasi-Experimental Data to Develop Empirical Generalizations for Persuasive Advertising" by J.S. Armstrong and S. Patnaik, p. 170-175 ; "The In-Store "Audience"" by H. Sorensen, p. 176-179 ; "Behavioral Effects of Digital Signage" by R.R. Burke, p. 180-185 ; "Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns" by L. Wood, p. 186-192 ; "The Spacing Effects of Multiple Exposures on Memory: Implications for Advertising Scheduling" by A.G. Sawyer, H. Noel and C. Janiszewski, p. 193-197 ; "Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function" by J. Taylor, R. Kennedy and B. Sharp, p. 198-200 ; "An Update of Real-World TV Advertising Tests" by Y. Hu (et al.), p. 201-206 ; "The Total Long-Term Sales Effects of Advertising: Lessons from Single Source" by K. Newstead (et al.), p. 207-210 ; "Television: Back to the Future" by B. Sharp, V. Beal and M. Collins, p. 211-219 ; "Empirical Evidence of TV Advertising Effectiveness" by J. Rubinson, p. 220-226 ; "The Enduring Influence of TV Advertising and Communications Clout Patterns in the Global Marketplace" by O. Jamhouri and M.L. Winiarz, p. 227-235 ; "Digital Video Recorders and Inadvertent Advertising Exposure" by E. du Plessis, p. 236-239 ; "Generalizations about Advertising Effectiveness in Markets" by G.J. Tellis, p. 240-245 ; "Advertising Empirical Generalizations: Implications for Research and Action" by Y. Wind and B. Sharp, p. 246-252. |
