Examining 'Conventional Wisdoms' about Advertising Effects with Evidence from Independent Sources

摘要

Authors' note: Those who study advertising's effect on choice seem to fall into two camps: those who emphasize model quality, and those who emphasize data quality. This contribution took the data quality route, accurately augmenting scanner panel-based split-cable experiments with other manageri-ally relevant data. At a time when it was hard to be an advocate of the power of advertising, these authors provide some sobering insights that still stand today.