Skip to main navigation menu Skip to main content Skip to site footer

May 22, 2026; Glasgow, Scotland, UK
X International Scientific and Theoretical Conference «Modernization of today’s science: experience and trends»

Papers indexed in Google Scholar

REFLECTION COEFFICIENTS IN MULTI-STAGE CONVERSION SYSTEMS: AN IMPEDANCE-MISMATCH MODEL OF FUNNEL BOUNDARY LOSSES

Published 23.05.2026

  • Igor Ivitskiy
    •

Igor Ivitskiy
Doctor Ads LTD, London

PDF

Abstract

Advertising theory implicitly assumes that customer acquisition scales with budget. A meta-analysis of 751 short-term advertising elasticities drawn from 56 econometric studies yields a mean elasticity of 0.12, meaning a 1% budget increase produces approximately 0.12% additional sales volume. Only 53% of those elasticities proved statistically distinguishable from zero.

References

  1. Sethuraman R., Tellis G. J., Briesch R. A. How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities. Journal of Marketing Research. 2011. Vol. 48, No. 3. P. 457–471.
  2. MECLABS Institute. Optimizing landing page congruence: technical report. MarketingExperiments, 2007.
  3. Mox. Case study: 212% conversion increase through message matching: technical report. Mox, 2023.
  4. Pozar D. M. Microwave Engineering. 4th ed. Hoboken: Wiley, 2012. 756 p.
  5. Kinsler L. E., Frey A. R., Coppens A. B., Sanders J. V. Fundamentals of Acoustics. 4th ed. New York: Wiley, 1999. 560 p.
  6. Ivitskiy I. A stock and flow model of advertising response with saturation, carryover, and competitive feedback: conference abstracts. 2025. URL: https://isu-conference.com/wp-content/uploads/2025/10/DOI-Ivitskiy-2.pdf
  7. Baymard Institute. Cart abandonment rate: 49 studies aggregated: technical report. Baymard Institute, 2023. URL: https://baymard.com/lists/cart-abandonment-rate
  8. Ivitskiy I. The M.A.T.H. framework: a first-principles approach to quant marketing in high-uncertainty environments. Zenodo, 2026. DOI: 10.5281/zenodo.18552246.
  9. Ivitskiy I., Savchenko D., Sydorenko D. Data integrity as the terminal constraint in AI-driven advertising: an information-theoretic analysis of conversion fraud and agentic threat evolution. Zenodo, 2026. DOI: 10.5281/zenodo.18675362.
  10. Ivitskiy I. Marginal analysis vs. average ROAS: the profit-maximization fallacy in digital advertising budget allocation: conference abstracts. 2025. URL: https://researcheurope.org/wp-content/uploads/2026/03/re-11.03.2026-100-102.pdf

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.