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| Author: | Hansen, F. Hansen, L. Y. Granholdt, L. |
| Title: | Modelling purchases as a function of advertising and promotion |
| Journal: | International Journal of Advertising
2002 : VOL. 21:1, p. 115-135 |
| Index terms: | MODELS MODEL TESTING FUNCTIONAL ANALYSIS ADVERTISING PROMOTION |
| Language: | eng |
| Abstract: | This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness. The STAS measure and logit modeling have been used to estimate the effect of advertising. The results from the two measures have been compared to determine the extent to which the two measures give occasion for the same conclusions. To indicate the accuracy of the two measures, their respective levels of significance have been studied. Two logit models have been estimated; one only includes the effect of TV exposure, while the other also includes the effect of promotions. |
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