STAS and Logit Modelling of Advertising and Promotion Effects

This paper describes the preliminary studies of the effect of advertising and promotion on purchases using the British single-source database Adlab.
  

STAS and Logit Modeling of Advertising and Promotion Effects

Professor Flemming Hansen, M.Sc.Lotte Yssing Hansen andAssociate Professor Lars Grnholdt

INTRODUCTION

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

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