Awareness and Attitudinal Sales Effects of TV-Campaigns

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 environment dominated by print advertising.
  

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...

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