STAS and Logit Modeling of Advertising and Promotion Effects

Flemming Hansen; Lotte Yssing Hansen; Lars Grønholdt

doi:10.1007/978-3-319-11882-6_62

STAS and Logit Modeling of Advertising and Promotion Effects

Flemming Hansen, Lotte Yssing Hansen, Lars Grønholdt

Institut for Afsætningsøkonomi

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning

Abstract

This paper describes the preliminary studies of the effect of advertising and promotion on purchases using the British single-source database Adlab. STAS and logit modeling are the two measures studied. Results from the two measures have been compared to determine the extent to which, they give occasion for the same conclusions. The results indicate that the two measures largely give occasion for similar conclusions.

Originalsprog	Engelsk
Titel	Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference
Redaktører	Harlan E. Spotts
Antal sider	6
Udgivelsessted	Cham
Forlag	Springer
Publikationsdato	2002
Sider	179-184
ISBN (Trykt)	9783319118819
ISBN (Elektronisk)	9783319118826
DOI	https://doi.org/10.1007/978-3-319-11882-6_62
Status	Udgivet - 2002
Begivenhed	2002 AMS Annual Conference - Sanibel Harbour Resort, Fort Myers, USA Varighed: 29 maj 2002 → 1 jun. 2002 Konferencens nummer: 21 https://www.ams-web.org/page/PreviousConferences

Konference

Konference	2002 AMS Annual Conference
Nummer	21
Lokation	Sanibel Harbour Resort
Land/Område	USA
By	Fort Myers
Periode	29/05/2002 → 01/06/2002
Internetadresse	https://www.ams-web.org/page/PreviousConferences

Navn	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN	2363-6165

Emneord

Måling
Reklameeffekt
logit modelling
STAS

Adgang til dokumentet

10.1007/978-3-319-11882-6_62Licens: Ikke-specificeret

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Citationsformater

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title = "STAS and Logit Modeling of Advertising and Promotion Effects",

abstract = "This paper describes the preliminary studies of the effect of advertising and promotion on purchases using the British single-source database Adlab. STAS and logit modeling are the two measures studied. Results from the two measures have been compared to determine the extent to which, they give occasion for the same conclusions. The results indicate that the two measures largely give occasion for similar conclusions.",

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editor = "Spotts, {Harlan E.}",

booktitle = "Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference",

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note = "2002 AMS Annual Conference ; Conference date: 29-05-2002 Through 01-06-2002",

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Hansen, F, Yssing Hansen, L & Grønholdt, L 2002, STAS and Logit Modeling of Advertising and Promotion Effects. i HE Spotts (red.), Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Springer, Cham, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, s. 179-184, 2002 AMS Annual Conference, Fort Myers, Florida, USA, 29/05/2002. https://doi.org/10.1007/978-3-319-11882-6_62

STAS and Logit Modeling of Advertising and Promotion Effects. / Hansen, Flemming; Yssing Hansen, Lotte; Grønholdt, Lars.
Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. red. / Harlan E. Spotts. Cham: Springer, 2002. s. 179-184 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning

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AB - This paper describes the preliminary studies of the effect of advertising and promotion on purchases using the British single-source database Adlab. STAS and logit modeling are the two measures studied. Results from the two measures have been compared to determine the extent to which, they give occasion for the same conclusions. The results indicate that the two measures largely give occasion for similar conclusions.

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KW - Reklameeffekt

KW - logit modelling

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BT - Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference

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