Testing the Significance of STAS Scores for Brands

Professor Flemming Hansen
Copenhagen Business School, and Gallup.

Associate professor Jrgen Kai Olsen, and Associate professor Ole Stenvinkel Nilsson,
Copenhagen Business School

Short-term advertising strengths (STAS) measures were introduced by Jones (1995). Since then, the concept and its measurement has been one of the hottest debated issues in the area of Marketing and Advertising Research (Ehrenberg and Scriven 1997, McDonald 1997, Broadbent et al. 1997, Hansen 1988, Spittler 1998, Roberts 1998 and Broadbent and Smith 1999). This debate has been related to media planning (recency versus effective frequency), the role of long-term effects, interaction between advertising and promotion, etc.