Replication Data: The Impact of Advertising Creative Strategy on Advertising Elasticity
Creators:
Michael Kruger
Publication Date:
2009
Data Category:
Dataset Description:
his dataset, hosted on Harvard Dataverse, contains the replication data for the study "The Impact of Advertising Creative Strategy on Advertising Elasticity" (Dall'Olio & Vakratsas, 2023, Journal of Marketing). It includes advertising campaign data and sales response variables used to examine how different creative strategies, such as informational versus emotional appeals, affect advertising elasticity, i.e., the responsiveness of consumer demand to advertising spending across different product categories and market contexts.
Variables:
Details: