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

Flemming Hansen, Jorgen Kai Olsen and Steen Lundsteen

Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates.

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

Flemming Hansen, Jørgen Kai Olsen and Steen LundsteenCopenhagen 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)....

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