The effects of print vs TV advertising, documented using short-term advertising strength (STAS) measures

Flemming Hansen, Jørgen Kai Olsen and Steen Lundsteen
Copenhagen Business School

THE PROBLEM

Short-term advertising strengths (STAS) measures were introduced by John Philip Jones in his book When Ads Work (1995). Since then the concept, and its measurement, has been one of the hottest, most debated issues in the area of marketing and advertising research (Broadbent et al. 1997; Ehrenberg & Scriven 1997; McDonald 1997; Roberts 1997, 2000; Hansen 1998; Spittler 1998; Hansen et al. 2002). This debate has been related to media planning (recency vs effective frequency), the role of longterm effects, interaction between advertising and promotion, and so on.

THE STAS CONCEPT