Text Chapter 8: Advertising Effectiveness
by Gerard J. Tellis.
Tellis, Gerard, Rajesh K. Chandy,
Deborah MacInnis and Pattana Thaivanich (2005), “Modeling the
Micro Effects of Television Advertising: Which Ad Works, When,
Where, For How Long, and Why?” Marketing Science, 24 (3),
MSI/ISMS Practice Prize article.
Marnik G. and Dominique M. Hanssens (1995), "The Persistence of
Marketing Effects on Sales," Marketing Science, 14 (1), 1-21.
1995 John D. C. Little Award Co-Winner.
Mela, Carl F., Sunil Gupta, and Donald R. Lehmann (1997),
"The long-term impact of promotion and advertising on consumer
brand choice." Journal of Marketing Research, 34 (2),
248-261. 2002 William F. O'Dell Award.
Trusov, Michael, Randolph E. Bucklin, and Koen Pauwels (2009),
"Effects of word-of-mouth versus traditional marketing: findings
from an internet social networking site."
Marketing 73 (5), 90-102. Voted by the editorial
board as the runner-up for the 2009 MSI/H.Paul Root Award.
Voted by the editorial board as a finalist for the 2009 Harold
H. Maynard Award.
Winner of the Emerald Management Reviews Citation of Excellence
Gert, John U. Farley, and Donald R. Lehmann (1984). "How
advertising affects sales: Meta-analysis of econometric
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