Attitudinal Measure of Ad Effects
Professor Flemming HansenCopenhagen Business School and Gallup
The STAS Concept
Basically, STAS is computed on data like these illustrated in the table below. Here, information is available for a product regarding its purchase on a particular day, and for the same respondents, the exposure to (television) advertising within the week preceding the purchase.
Table 1: STAS computation
Bought yesterday | Did not buy yesterday | Total |
Have seen... |