Hostname: page-component-77f85d65b8-hzqq2 Total loading time: 0 Render date: 2026-04-21T02:25:14.887Z Has data issue: false hasContentIssue false
  • English
  • Français

Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?

Published online by Cambridge University Press:  29 December 2005

GERARD J. TELLIS
GERARD J. TELLIS
Affiliation:
Marshall School of Business, University of Southern California, Los Angeles, tellis@usc.edu
Get access

Abstract

Advertising is a rich, multidimensional phenomenon that has been studied in several disciplines. This research has led to an emerging body of findings and some potential generalizations. Even then, misconceptions about advertising persist, and important aspects of the phenomenon have not been adequately researched. Despite advertising's apparent weakness it is essential for free markets.

Information

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 2 , June 2005 , pp. 162 - 170
Copyright
© Copyright © 1960-2005, The ARF

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Article purchase

Temporarily unavailable

References

REFERENCES

Aaker, David A., and James M. Carman. “Are You Over Advertising?” Journal of Advertising Research 22, 4 (1982): 57–70.Google Scholar
Agrawal, Jagdish, and Wagner A. Kamakura. “The Economic Worth of Celebrity Endorsers: An Event Study Analysis.” Journal of Marketing 59, 3 (1995): 56–62.Google Scholar
Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin. “Revenue Premium as an Outcome Measure of Brand Equity.” Journal of Marketing 67, 4 (2003): 1–17.Google Scholar
Assmus, Gert, John U. Farley, and Donald R. Lehmann. “How Advertising Affects Sales: Meta-Analysis of Econometric Results.” Journal of Marketing Research 21, 1 (1984): 65–74.Google Scholar
Chandy, Rajesh, Gerard J. Tellis, Debbie MacInnis, and Pattana Thaivanich. “What to Say When: Advertising Appeals in Evolving Markets.” Journal of Marketing Research 38, 4 (2001): 399–414.Google Scholar
Clarke, Darral G. “Econometric Measurement of the Duration of Advertising Effect on Sales.” Journal of Marketing Research 13, 4 (1976): 345–57.Google Scholar
Deighton, John, and Stephen J. Hoch. “Teaching Emotion with Drama Advertising.” In Advertising Exposure, Memory, and Choice, Andrew A. Mitchell, ed. Hillsdale, NJ: Lawrence Erlbaum, 1993.
Deighton, John, Daniel Romer, and Josh McQueen. “Using Drama to Persuade.” Journal of Consumer Research 16, 3 (1989): 335–43.Google Scholar
Eastlack, Joseph O., Jr., and Ambar G. Rao. “Advertising Experiments at the Campbell Soup Company.” Marketing Science 8, 1 (1989): 57–71.Google Scholar
Farris, Paul W., and Mark S. Albion. “The Impact of Advertising on the Price of Consumer Products.” Journal of Marketing 44, 3 (1980): 17–35.Google Scholar
Golder, Peter N., and Gerard J. Tellis. “Will It Ever Fly? Modeling the Takeoff of New Consumer Durables.” Marketing Science 16, 3 (1997): 256–70.Google Scholar
Golder, Peter N., and Gerard J. Tellis. “Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle.” Marketing Science 23, 2 (2004): 180–91.Google Scholar
Hoch, Stephen J., and Young-Won Ha. “Consumer Learning: Advertising and the Ambiguity of Product Experience.” Journal of Consumer Research 13, 2 (1986): 221–33.Google Scholar
Kaul, Anil, and Dick R. Wittink. “Empirical Generalization about the Impact of Advertising on Price Sensitivity and Price.” Marketing Science 14, 3 (1995): G151–G160.Google Scholar
Kuhn, Thomas S. The Structure of Scientific Revolutions, 3rd ed. Chicago, IL: University of Chicago Press, 1996.
Lodish, Leonard M., M. Abraham, S. Kalmensen, J. Livelsberger, B. Lubetikin, B. Richardson, and M. Stevens. “How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments.” Journal of Marketing Research 32, 2 (1995): 125–39.Google Scholar
MacInnis, Deborah J., and Bernard J. Jaworski. “Information Processing from Advertisements: Toward an Integrated Framework.” Journal of Marketing 53, 4 (1989): 1–23.Google Scholar
MacInnis, Deborah J., Ambar G. Rao, and Allen M. Weiss. “Assessing When Increased Media Weight of Real-World Advertisements Helps Sales.” Journal of Marketing Research 39, 4 (2002): 391–407.Google Scholar
Mela, Carl F., Sunil Gupta, and Donald R. Lehmann. “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.” Journal of Marketing Research 34, 2 (1997): 248–61.Google Scholar
Mizik, Natalie, and Robert Jacobson. “Trading Off between Value Creation and Value Appropriation: The Financial Implication of Shifts in Strategic Emphasis.” Journal of Marketing 67, 1 (2003): 63–75.Google Scholar
Petty, Richard E., and John T. Cacioppo. Communication and Persuasion. New York: Springer-Verlag, 1986.
Sethuraman, Raj, and Gerard J. Tellis. “An Analysis of the Tradeoff between Advertising and Pricing.” Journal of Marketing Research 31, 2 (1991): 160–74.Google Scholar
Sethuraman, Raj, and Gerard J. Tellis. “Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Model and Empirical Analysis.” Journal of Retailing 78, 4 (2002): 253–63.Google Scholar
Simon, Carol J., and Mary W. Sullivan. “The Measurement and Determinants of Brand Equity: A Financial Approach.” Marketing Science 12, 1 (1993): 28–52.Google Scholar
Sood, Ashish, and Gerard J. Tellis. “Technological Evolution and Radical Innovations.” Journal of Marketing 69, 3 (2005): 152–68.Google Scholar
Steiner, R. L. “Does Advertising Lower Consumer Prices?” Journal of Marketing 37, 4 (1973): 19–26.Google Scholar
Steiner, R. L. “The Inverse Association Between the Margins of Manufacturer and Retailers.” Review of Industrial Organization 8 (1993): 717–40.Google Scholar
Stewart, David W., and Scott Koslow. “Executional Factors and Advertising Effectiveness.” Journal of Advertising 18, 3 (1989): 21–32.Google Scholar
Stremersch, Stefan, and Gerard J. Tellis. “Managing International Growth of New Products.” International Journal of Research in Marketing 21, 4 (2004): 421–38.Google Scholar
Tellis, Gerard J. “Beyond the Many Faces of Price: An Integration of Pricing Strategies.” Journal of Marketing 50, 4 (1986): 146–60.Google Scholar
Tellis, Gerard J. “Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice.” Journal of Marketing Research 15, 2 (1988a): 134–44.Google Scholar
Tellis, Gerard J. “The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models.” Journal of Marketing Research 15, 3 (1988b): 331–41.Google Scholar
Tellis, Gerard J. “Interpreting Advertising and Price Elasticities.” Journal of Advertising Research 29, 4 (1989): 40–43.Google Scholar
Tellis, Gerard J. Advertising and Sales Promotion Strategy. Reading, MA: Addison-Wesley, 1998.
Tellis, Gerard J. Will and Vision: How Latecomers Grow to Dominate Markets. New York: McGraw Hill, 2001.
Tellis, Gerard J., and P. N. Golder. Will and Vision: How Latecomers Grow to Dominate Markets. New York: McGraw Hill, 2002.
Tellis, Gerard J. Effective Advertising: How, When, and Why Advertising Works. Thousand Oaks, CA: Sage Publications, 2004.
Tellis, Gerard J. “Absolut Success,” teaching case developed for class room discussion. Marshall School of Business, University of California, Los Angeles, 2005.
Tellis, Gerard J., Rajesh Chandy, and Pattana Thaivanich. “Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long?” Journal of Marketing Research 37, 1 (2000): 32–46.Google Scholar
Tellis, Gerard J., and Philip Hans Franses. “The Optimal Data Interval for Econometric Models of Advertising.” Marketing Science (forthcoming).
Tellis, Gerard J., Stefan Stremersch, and Eden Yin. “The International Takeoff of New Products: Economics, Culture and Country Innovativeness.” Marketing Science 22, 2 (2003): 161–87.Google Scholar
Tellis, Gerard J., and Doyle Weiss. “Does TV Advertising Really Affect Sales?” Journal of Advertising 24, 3 (1995): 1–12.Google Scholar
Vakratsas, Demetrios, and Tim Ambler. “How Advertising Works: What Do We Really Know?” Journal of Marketing 63, 1 (1999): 26–43.Google Scholar