Tuesday, June 21, 2011

A Comparison of Two Advertising Effect Models

We have different methods for determining the effect of advertising on consumers' purchase decisions.
However, there is not one method said to be the correct one. It is as such not necessary to have one
correct method of approach, but if the methods do not give the same result this can pose a problem –
which method should be used? In extreme cases the methods can give opposite results, and depending
on the situation the most appropriate method may be chosen. It would therefore be useful to test whether
or not the methods give the same result. The methods studied in this work are the STAS-measure,
introduced by John Philip Jones and a Logit-model with an Adstock calculation as the only explanatory
variable.A Comparison of Two Advertising Effect Models

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