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

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research

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 language	English
Title of host publication	Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference
Editors	Harlan E. Spotts
Number of pages	6
Place of Publication	Cham
Publisher	Springer
Publication date	2002
Pages	179-184
ISBN (Print)	9783319118819
ISBN (Electronic)	9783319118826
DOIs	https://doi.org/10.1007/978-3-319-11882-6_62
Publication status	Published - 2002
Event	2002 AMS Annual Conference - Sanibel Harbour Resort, Fort Myers, United States Duration: 29 May 2002 → 1 Jun 2002 Conference number: 21 https://www.ams-web.org/page/PreviousConferences

Conference

Conference	2002 AMS Annual Conference
Number	21
Location	Sanibel Harbour Resort
Country/Territory	United States
City	Fort Myers
Period	29/05/2002 → 01/06/2002
Internet address	https://www.ams-web.org/page/PreviousConferences

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

Access to Document

10.1007/978-3-319-11882-6_62Licence: Unspecified

Handle.net

Persistent link

Cite this

@inproceedings{0613a260c02311db9769000ea68e967b,

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.",

keywords = "M{\aa}ling, Reklameeffekt, logit modelling, STAS",

author = "Flemming Hansen and {Yssing Hansen}, Lotte and Lars Gr{\o}nholdt",

year = "2002",

doi = "10.1007/978-3-319-11882-6_62",

language = "English",

isbn = "9783319118819",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

publisher = "Springer",

pages = "179--184",

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

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

address = "Germany",

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

url = "https://www.ams-web.org/page/PreviousConferences",

}

Hansen, F, Yssing Hansen, L & Grønholdt, L 2002, STAS and Logit Modeling of Advertising and Promotion Effects. in HE Spotts (ed.), Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Springer, Cham, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 179-184, 2002 AMS Annual Conference, Fort Myers, Florida, United States, 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. ed. / Harlan E. Spotts. Cham: Springer, 2002. p. 179-184 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research

TY - GEN

T1 - STAS and Logit Modeling of Advertising and Promotion Effects

AU - Hansen, Flemming

AU - Yssing Hansen, Lotte

AU - Grønholdt, Lars

N1 - Conference code: 21

PY - 2002

Y1 - 2002

N2 - 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.

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.

KW - Måling

KW - Reklameeffekt

KW - logit modelling

KW - STAS

U2 - 10.1007/978-3-319-11882-6_62

DO - 10.1007/978-3-319-11882-6_62

M3 - Article in proceedings

SN - 9783319118819

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 179

EP - 184

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

A2 - Spotts, Harlan E.

PB - Springer

CY - Cham

T2 - 2002 AMS Annual Conference

Y2 - 29 May 2002 through 1 June 2002

ER -