Single-source is the key to proving advertising's short-term effects

A response to Simon Broadbent's criticisms in the same issue. STAS is a market share measure, as is the `first-order' calculation of long-term effect.

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Single-source data is the key to proving advertising's short-term effects

John Philip Jones
SIMON BROADBENT has made a number of searching criticisms of my work with the Nielsen single-source database. Simon and I have discussed my research intermittently over the course of more than two years, and although our disagreement has been debated in a strictly professional and objective manner, there has been a hardening of our differences over a number of aspects of my work. Simon's statement, more than a year ago, that he wished eventually to publish his criticisms seemed to me to be...

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