Effectiveness: Short-term effects, STAS

 

Market turbulence and consumers’ ever-changing needs are forcing marketers to ‘speed up’. Consumers are focused on reducing personal debt, rather than buying new goods. Accountants are in charge of th ...

This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without ex

Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is

While the results of marketing investments are most readily measured in the short term, marketing’s beneficial effects often extend well beyond the initial weeks or months following a particular campa ...

This article discusses the value to marketers of pure single-source data (such as Project Apollo), and that the need for accountability, at a time of increasing media fragmentation, is driving interes ...

Based on 872 cases from across the globe, this study looks at the relationship between ads that experienced a rise in sales (market share), and their Millward Brown Link™ scores in terms of persuasion ...

The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all ...

This paper provides an overview of single-source data and a discussion of its uses. It includes an examination of its use in targeting consumers, and the growth and employment of research vehicles suc ...

Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates. However, when electronic ...

In this paper we focus on analysing relationships between share of voice and share of market for a wide variety of fmcg product categories, in the conceptual framework of John Philip Jones’ Advertisin ...

In his regular comment on the US advertising scene, Joe Mandese discusses the two big marketing initiatives taken by Proctor & Gamble in 2004. Firstly, their championing of ‘a channel neutral approa ...

Colin McDonald and Rachel Kennedy investigate the majority of marketing campaigns - those which seem to have little or no effect on sales or share. They argue that because repertory buying behaviour ...

Arie den Boon and Suzanne Bruin argue that proper management of communications requires continuous and immediate feedback of media and creative performance; and, in Holland, this is now possible using ...

Lisa Beaumont, head of media services at TNS, shows how single-source panel data can improve media planning, especially in the area of optimal flighting patterns. She describes five steps in the medi ...

Often, advertisers do not have real (electronic) single-source data available for the evaluation of their advertising campaigns. In this article a system is described which may prove useful for such a ...

MRI viewing data were compared to Nielsen ratings across 84 programs to determine whether one system could serve as a single-source surrogate for the other. Exposure to TV Program was determined among ...

This profound paper examines the relationship between advertising and purchasing using a logistic regression model. Using single source data and an adstock calculation 18 product categories and 89 fm ...

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 are the two measures studie ...

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. ASTAS is a new atti ...

This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and pr ...

ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of ‘real single source data’ and with a media envi ...

This paper looks at how multi-media optimizers are likely to affect the US media planning and buying environment over the next few years. It begins by outlining how the last 'big' technology of televi ...

This paper introduces a method to create a multimedia package based on a close psychological affinity between a brand and media vehicles as a preliminary stage before considering cost-efficiency. Whil ...

This paper begins with the premise that the aim for any advertiser is to achieve increased advertising productivity by achieving more powerful impact at a lower cost. It demonstrates theoretically and ...

This paper presents the first cross-media results from Arbitron's Portable People Meter trial in the Wilmington Radio Metro portion of the Philadelphia DMA. Early data from the small-scale panel of 25 ...

Simmons Market Research and Looking Glass have taken a truly innovative step which has produced the next generation of powerful database marketing. Together, they have married two worlds - consumer ma ...

The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness. The STAS measure and logit modelling have been used to estimate the effect of adv ...

This paper measures the effect of advertising in a combination of two media, print and television. An advertising campaign in TV and print can deliver advantages over single medium exposures in two wa ...

Print is traditionally valued for its long-term effects on image and awareness building. This paper shows how data from the Nielsen Homescan Panel can also be used to measure its short-term effects on ...

Advertising is generally seen to play an informative, image-shaping role. Advertisers, however, are increasingly demanding proof of what their investment brings them in the sense of 'more sales'. The ...