【引用文献】

• Ambler, T. （2004）. ROI is dead： Now bury it. WARC, Issue 453.
• Binet, L., & Field, P. （2017）. Media in focus： Marketing effectiveness in the digital era. Institute of Practitioners in Advertising.
• Dawes. J. （2021）. Advertising effectiveness and the 95-5 rule： Most B2B buyers are not in the market right now. In J. Romaniuk, B. Sharp, J. Dawes, & S. Faghidno, How B2B Brands Grow. The B2B Institute. LinkedIn.
• Dawes, J., Graham, C., Trinh, G., & Sharp, B. （2022）. The unbearable lightness of buying. Journal of Marketing Management, 38（7-8）, 683-708.
• Lodish, L. M., Abraham, M., Kalmenson, S., Livelsberger, J., Lubetkin, B., Richardson, B., & Stevens, M. E. （1995）. How TV advertising works： A meta-analysis of 389 real world split cable TV advertising experiments. Journal of Marketing Research, 32（2）, 125-139.
• Phua, P., Hartnett, N., Beal, V., Trinh, G., & Kennedy, R. （2023）. When brands go dark : A replication and extension: Examining market share of brands that stop advertising for a year or longer. Journal of Advertising Research, 63（2）, 172-184.
• Sethuraman, R., Tellis, G. J., & Briesch, R. A. （2011）. How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities. Journal of Marketing Research, 48（3）, 457-471.
• Shapiro, B. T., Hitsch, G. J., & Tuchman, A. E. （2021）. TV advertising effectiveness and profitability： Generalizable results from 288 brands. Econometrica, 89（4）, 1855-1879.
• Sharp, B. （2010）. How brands grow： What marketers don't know. Oxford University Press.
• Sharp, B. （2017）. Marketing： Theory, evidence, practice. Melbourne. Oxford University Press.
• WARC. （2023）. Growth efficiency： Marketing’s existential metric. WARC, Tracksuit, & Perpetua.