A Comparison of Two Advertising Effect Models
Flemming Hansen, andLotte Yssing Hansen. Advertising Research Group Department of Marketing Copenhagen Business School
1. INTRODUCTION
We have different methods for determining the effect of advertising on consumers' purchase decisions. However, there is not one method said to be the correct one. It is as such not necessary to have one correct method of approach, but if the methods do not give the same result this can pose a problem which method should be used? In extreme cases the methods can give opposite results, and...