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Third, elasticities of pre-launch advertising are higher than those of overall advertising budgets, but with respect to the success period, elasticities are higher for later periods, and in total, compared to the launch period. Fourth, elasticities tend to be rather recession-proof and consistent across geographic regions but decreased after the rise of social media platforms.<\/jats:p>","DOI":"10.1007\/s11747-022-00916-0","type":"journal-article","created":{"date-parts":[[2023,1,9]],"date-time":"2023-01-09T14:09:18Z","timestamp":1673273358000},"page":"1019-1045","update-policy":"http:\/\/dx.doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Marvelous advertising returns? 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