Analysing the effect of advertising on purchase using STAS and logit modelling
Lars Grønholdt and Lotte Yssing HansenCopenhagen Business School
INTRODUCTION
Single-source data allow consumer purchases and advertising exposures to be directly linked and have given rise to the STAS measure (Jones 1995a, 1995b). The STAS measure has showed the analysis potential of single-source data for better understanding the effect of advertising on purchase. However, a theoretically more attractive method of analysis is logit modelling. The methods studied in this work are the STAS measure and a logit model with an Adstock calculation of...