A Comparison of Two Advertising Effect Models

Lotte Yssing Hansen

This research paper studies a comparison of advertising effects judged by STAS scores and by the logit model.
  

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands