The Carry-Over Effect of Advertising

Tull, Donald S.

doi:10.2307/1249262

Cited by 23 publications

(11 citation statements)

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“…The application of quantitative analysis in marketing research became evident as empirical research on advertising effectiveness (e.g., Coffin 1963;Ferber and Wales 1958;Tull 1965;Zielske 1959) and the introduction of management science and operations research concepts and approaches into the marketing literature began (e.g., Anshen 1956;Maffai 1957). In a five-year span (1960)(1961)(1962)(1963)(1964), 15% of JM articles examined and applied management science perspectives to marketing phenomena.…”

Section: Marketing As a Quantitative Science: 1956-1965mentioning

confidence: 99%

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

Kerin

1996

Journal of Marketing

118

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The occasion of the diamond jubilee for the Journal of Marketing affords an opportunity to chronicle its editorial and literary history in pursuit of an ideal, namely, the advancement of science and practice in marketing. This ideal has been expressed in different ways, variously manifested in over 3000 published articles during the past 60 years, and most recently embodied in the Journal of Marketing's transformation into a scholarly-professional journal. The narration and explanation of this transformation is the subject of the author's commemorative essay.

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Section: Marketing As a Quantitative Science: 1956-1965mentioning

confidence: 99%

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

Kerin

1996

Journal of Marketing

118

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“…The results in Palda (1965) indicate that advertising is an intangible asset that is subject to amortization and that, on average, 95% of the advertising expenditure was amortized during a period of almost seven years. Similarly, Abdel‐Khalik (1975), Lambin (1969, 1970, 1976), Peles (1970, 1971), Simon (1969) and Tull (1965) provide evidence of an influence of advertising on sales.…”

Section: Advertising and Salesmentioning

confidence: 92%

Value relevance of advertising expenditure: A review of the literature

Shah

Akbar

2008

Int J Management Reviews

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This paper presents a review of the relevant empirical literature on advertising value relevance. The current dominant accounting practice is to treat advertising as a current period expense. There has been growing evidence, however, to suggest that advertising should be viewed as an investment in long‐term brand equity. While the primary focus is on the valuation studies of advertising expenditure, the paper also provides an overview of various other studies that relate advertising to profitability or sales of the firm or industry to investigate the effects of advertising expenditure. As a consequence, it is emphasized that there has been a recent shift to the use of valuation models in exploring the nature of advertising expenditure. Since market value captures both the current and future profitability effects of advertising, valuation models are often seen as a better alternative in exploring the intangible nature of advertising expenditure. It is found that the bulk of evidence on advertising value relevance comes from the US, where there has historically been greater disclosure of advertising expenditure. There appears to be little evidence on this matter in the UK, however. This may largely be attributed to the lack of advertising data availability in the UK.

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“…It is widely held that the effects of advertising often extend beyond the period in which it occurs (Tull, 1965;McDonald, 1979). For example, a recent study (Jones, 1995) reports that of 146 different brands of consumer goods examined, approximately 46 percent exhibited significant carryover effects extending beyond one year in duration.…”

Section: Assessing Advertising Effectivenessmentioning

confidence: 99%

Comparing the Relative Impact of Services and Non-Services Advertising

Herrington

Henley

2000

Journal of Promotion Management

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Much discussion has been offered regarding the differences between services and non-services advertisements. On the other hand, previous research provides little empirical comparison of their relative financial impact. Given the nature of the differences between services and non-services, it was expected that services advertising would be less effective. However, this study demonstrates that services (insurance) advertising was no less effective at generating sales in the short-run than non-services (automobile) advertising. In the long run, services (insurance) advertising is more effective in that its carryover is of longer duration than for non-services (automobile) advertising.

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The Carry-Over Effect of Advertising

Cited by 23 publications

References 0 publications

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

Value relevance of advertising expenditure: A review of the literature

Comparing the Relative Impact of Services and Non-Services Advertising

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