The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes

This study measures the degree of advertising effectiveness in previous advertising research studies. By analyzing 324 meta-analytic effect sizes taken from 44 meta-analyses that included more than 1,700 primary studies with more than 2.4 million subjects, the meta-meta-analytic effect size of .2 shows that advertising is effective. The findings differ across advertising inputs and outcomes, and identify different hierarchies of effects due to...