Promotion and advertising in fmcg markets - single-source data analysis

This article describes analysis of the Adlab single-source database to investigate the impact of promotions on fmcg purchases.

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 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...

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