Using Nelson Data to Measure Ad Efficacy

The fact that companies like unleve spent billions suggests that maybe advertising does work. So tuckman and colleagues faced a dilemma. They could except that the results they had gotten measuring the ad effectiveness of individual categories were outliers, or maybe even wrong. Or they could try to do a massive empirical analysis of many products across many categories. This is one of the benefits of being an academic researcher in such a data rich era....