ASTAS: An Attitudinal Measure of STAS Effects Enabling the Comparison and Brand Media and Effects in Different Periods.
Professor Flemming Hansen econ, dr.Copenhagen Business School and Gallup/TNS.
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... |