Working Paper

What to Say When: Advertising Appeals in Evolving Markets

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

Jan 1, 2001

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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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