Gerard J. Tellis

TL;DR: The results suggest that firms see buy as a signal to investors that they have a solution for what may be a deep strategic problem and the negative returns to a buy can be mitigated if the acquirer is experienced, and the target is related and offers high customer benefit.

TL;DR: This paper examined the extent and impact of three important response biases in cross-national research: socially desirable responding, yea-saying, and nay-Saying and found that negatively valenced items that show the least susceptibility to these response biases can help predict both actual penetration at the aggregate level as well as individual probabilities of adoption.

TL;DR: Based on an extensive review of research on advertising in a recession, the authors identify over 40 related studies as discussed by the authors, which involve original empirical analyses of cross-sectional or time series data.

TL;DR: Kniha se vyznacuje nasledujicimi vlastnostmi: cerpa z nejnovějsich výzkumů v oblasti socialnich věd a seznamuje ctenaře s aktualnimi poznatky v oboru, snaži se o vysvětleni jevů, nikoli o jejich pouhý popis, jejim ucelem

TL;DR: The Handbook of Advertising as discussed by the authors provides a good overview of the history of advertising, its history, its significance, and its importance for ad Agencies to learn from case studies of effectiveness.