Tellis, Gerard J and Kethan Tellis (2009), “A Critical Review and Integration of Research on Advertising in a Recession.” Forthcoming, Journal of Advertising Research.

Tellis, Gerard J. (2009), "Generalizations of Advertising Effectiveness in Markets," Journal of Advertising Research, 49, 2, 240-245.

Tellis, Gerard J. and Tim Ambler (2007), Handbook of Advertising, London, UK: Sage Publications, forthcoming.

Tellis, Gerard J and  Philip Hans Franses (2006), “The Optimal Data Interval for Econometric Models of Advertising,”  Marketing Science, 25, 3 (May-June).

Tellis, Gerard J., Rajesh Chandy, Deborah MacInnis, and Pattana Thaivanich (2005), “Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, Why, and For How Long?”, forthcoming Marketing Science. Finalist for Society of Marketing Science ISMS Practice Prize, 2004.

Tellis Gerard J. (2005), Advertising’s Role in Capitalist Markets: What We Know and Where We Go From Here,” Journal of Advertising, forthcoming.

Tellis, Gerard J. (2004), Effective Advertising: Understanding When, How, and Why Advertising Works, Thousand Oaks: Sage Publications.  Translated into Chinese and Korean.

Sethuraman, Raj and Gerard J. Tellis (2002), “Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis" Journal of Retailing,, 78, 4, 253-263.

Rajesh Chandy, Gerard J. Tellis, Debbie MacInnis and Pattana Thaivanich (2001), “What to Say When: Advertising Appeals in Evolving Markets.” Journal of Marketing Research, 38, 4 (November).

Rajesh Chandy, Gerard J. Tellis, Debbie MacInnis and Pattana Thaivanich (2001), “What to Say When: Advertising Appeals in Evolving Markets.”

Tellis, Gerard J., Rajesh Chandy and Pattana Thaivanich, “Modeling the Effects of Direct Advertising: Which Ad Works, When, Where, and How Long? (2000),” Journal of Marketing Research, 37 (February), 32-46.

Tellis, Gerard J. (1998), Advertising and Sales Promotion Strategy, Reading, MA: Addison-Wesley.
Translated into Chinese, Spanish, and Czech.

Tellis, Gerard J. (1997), "Effective Frequency: One Exposure or Three Factors?" Journal of Advertising Research, 37-4, July-August, 75-80.

Tellis, Gerard J. and Doyle Weiss (1995), "Does TV Advertising Really Affect Sales?" Journal of Advertising, 24, 3, 1-12. Lead article in issue. Nominated for Journal of Advertising’s best paper of 1995.

Tellis, Gerard J. (1994), "Modeling The Effects of Advertising in Contemporary Markets: Research Findings and Opportunities," in Attention, Attitude and Affect in Response to Advertising," edited by Eddie M. Clark, Timothy C. Brock and David W. Stewart, Hillsdale, New Jersey: Lawrence Erlbaum Associates.

Sethuraman, Raj and Gerard J. Tellis (1991), "An Analysis of the Tradeoff Between Advertising and Pricing," Journal of Marketing Research, 31, 2 (May), 160-174. Nominated for Odell Award for 1995.

Tellis, Gerard J. (1989), "Interpreting Advertising and Price Elasticities," Journal of Advertising Research, 29, 4 (August-September), 40-43.

Tellis, Gerard J. (1988), "Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice," Journal of Marketing Research, 15, 2 (May), 134-144. - Discussed in the Wall Street Journal, February 15, 1989, p. B6 and March 1, 1989, p. B6 and in numerous newspapers and journals nationally and abroad.

Tellis, Gerard J. and Claes Fornell (1988) "Advertising and Quality Over the Product Life Cycle: A Contingency Theory," Journal of Marketing Research, 15, 1 (February), 64-71.

Tellis, Gerard J. (1987), "Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice," No. 87-105.