STAS and Other Short Term Advertising Effect Measures
Professor Flemming Hansen, andAssociate Professor Jrgen Kai Olsen
THE STAS CONCEPT
It is well-known that STAS is computed as the percentage of purchases among advertising exposed consumers divided by the percentage of purchases among non-exposed consumers. This figure is multiplied by 100 giving a score where figures larger than 100, suggest a positive effect of the advertising.
INTERVIEW BASED SINGLE SOURCE DATA
Until recently, data for such computations have practically always come from electronic single source systems. It is, however, possible to obtain very similar information,...