Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis

Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a major shortcoming of prior meta-analyses is that they report only generalized results as the disaggregated raw data are not made available. This problem is highly relevant because coding of empirical studies, at least to a certain extent, involves subjective judgment. For this reason, meta-studies would be more valuable if researchers and practitioners had access to disaggregated data allowing them to conduct further analyses of individual, e.g., product-level-specific, interests. We are the first to address this gap by providing (1) an advertising elasticity database (AED) and (2) empirical generalizations about advertising elasticities and their determinants. Our findings indicate that the average current-period advertising elasticity is 0.09, which is substantially smaller than the value 0f 0.12 that was recently reported by Sethuraman, Tellis, and Briesch (2011). Furthermore, our meta-analysis reveals a wide range of significant determinants of advertising elasticity. For example, we find that advertising elasticities are higher (i) for hedonic and experience goods than for other goods; (ii) for new than for established goods; (iii) when advertising is measured in gross rating points (GRP) instead of absolute terms; and (iv) when the lagged dependent or lagged advertising variable is omitted.

A Video Database for the Development of Stereo-3D Post-Production Algorithms

This paper introduces a database of freely available stereo-3D content designed to facilitate research in stereo post-production. It describes the structure and content of the database and provides some details about how the material was gathered. The database includes examples of many of the scenarios characteristic to broadcast footage. Material was gathered at different locations including a studio with controlled lighting and both indoor and outdoor on-location sites with more restricted lighting control. The database also includes video sequences with accompanying 3D audio data recorded in an Ambisonics format. An intended consequence of gathering the material is that the database contains examples of degradations that would be commonly present in real-world scenarios. This paper describes one such artefact caused by uneven exposure in the stereo views, causing saturation in the over-exposed view. An algorithm for the restoration of this artefact is proposed in order to highlight the usefuiness of the database.