Attitudinal Measures of Advertising Effects

Flemming Hansen

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.
  

Attitudinal Measure of Ad Effects

Professor Flemming HansenCopenhagen Business School and Gallup

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 buy yesterday

Total

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