Empirical Generalizations: New Laws for Digital Marketing How Advertising Research Must Change

摘要

Advertising practice needs results that can be put to work, that are reusable and predictable. And these demands require documenting the conditions under which they generalize. There have been two Wharton "Empirical Generalizations [EG] in Advertising" conferences to address these concerns: 1. The first (EG.l), in December 2008, documented the best-tested, best-documented law-like patterns (please see the special issue of the Journal of Advertising Research, June 2009, volume 49, issue 2). 2. The second (EG.2), in June 2012, focused on the challenge of building better documented empirical laws.