STAS and Logit Modeling of Advertising and Promotion Effects

Flemming Hansen, Lotte Yssing Hansen, Lars Grønholdt

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearch

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.
Original languageEnglish
Title of host publicationDevelopments in Marketing Science : Proceedings of the Academy of Marketing Science. Volume X¥V
EditorsHarlan E. Spotts
Number of pages6
Place of PublicationCham
PublisherSpringer
Publication date2002
Pages179-184
ISBN (Print)9783319118819
ISBN (Electronic)9783319118826
DOIs
Publication statusPublished - 2002
Event2002 AMS Annual Conference - Sanibel Harbour Resort, Fort Myers, United States
Duration: 29 May 20021 Jun 2002

Conference

Conference2002 AMS Annual Conference
LocationSanibel Harbour Resort
CountryUnited States
CityFort Myers
Period29/05/200201/06/2002

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