Separating Recall Effects and Short Term Sales Effects in Personal Interview Data on Self-reported Ad Recall and Purchases
Professor Flemming Hansen econ, dr., and Associate Professor Jrgen Kai Olsen., Copenhagen Business School,
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 et al. 1997,...