Promotion and advertising in fmcg markets – single-source data analysis
Lars Bech Christensen & Flemming HansenCopenhagen Business School
Fast moving consumer goods accounts for a very large part of people's everyday purchases. This makes analysis of single-source data on fmcg purchases necessary, in order to understand how promotion is used in combination with advertising, to market a wide variety of products and brands.
THE ADLAB DATABASE
The diary based Adlab database consists of data, collected in the UK in a 5-year period from 1985 to 1990. The number of respondents in the panel was...