Modelling Purchases As A Function Of Advertising

This article describes the preliminary studies of the effect of advertising and promotion on purchases.

Modelling Purchases as a Function of Advertising and Promotion

Flemming HansenLotte Yssing HansenandLars GrnholdtCopenhagen Business School

Introduction

Since the 1960s (Grnholdt, 1990) there has been great interest in using different models to describe...