Working Papers

What to Say When: Advertising Appeals in Evolving Markets

Rajesh K. Chandy, Gerard J. Tellis, Deborah J. MacInnis, and Pattana Thaivanich

Jan 1, 2001

Examines which ad cues are most effective in driving consumers’ actual behavior in new versus old markets. Uses hourly data on consumer response in 23 markets to toll-free referral service.

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