Awareness And Attitudinal Sales Effects Of TV-Campaigns
Professor Flemming Hansen, Copenhagen Business School, andCharlotte Madsen, Gallup/TNS1.
BACKGROUND:
Short-term advertising strengths (STAS) measures were introduced by John Philip Jones (1995). They represent one of the first attempts to analyse single source data systematically. Since then the concept and its measurement have been one of the most hotly debated issues in the area of Marketing and Advertising Research (Ehrenberg and Scriven 1997, McDonald 1997, Broadbent...