Media & Communication · Advertising & Public Relations
A topic within Advertising & Public Relations, itself one of 9 topics in that field and part of Media & Communication.
Assumes you know the vocabulary.
How Advertising Works: What Do We Really Know?
Vakratsas & Ambler · 1999
Reviews decades of competing advertising-effect models and argues none of the simple hierarchy-of-effects theories survives the evidence, because…
Primary sources and full treatments.
Measuring the Effects of Advertising: The Digital Frontier
Lewis, Rao & Reiley · 2013
Surveys the experimental methods behind digital ad-effectiveness metrics and argues most industry-standard comparisons of exposed and unexposed users…
+1 more at this level
3 works
Vakratsas & Ambler
Reviews decades of competing advertising-effect models and argues none of the simple hierarchy-of-effects theories survives the evidence, because affect, cognition and experience influence each other in no fixed order.
Lewis, Rao & Reiley
Surveys the experimental methods behind digital ad-effectiveness metrics and argues most industry-standard comparisons of exposed and unexposed users are confounded by selection effects that inflate the apparent return on a campaign.
link checked 17 Sept 2026Blake, Nosko & Tadelis
Runs a company-wide experiment turning off eBay's paid search ads and finds branded keyword advertising had roughly zero incremental effect, because those clicks were sales that would have happened anyway.
link checked 17 Sept 2026