Awareness And Attitudinal Sales Effects Of TV-Campaigns
Professor Flemming Hansen, Copenhagen Business School, andCharlotte Madsen, Gallup/TNS1.
BACKGROUND:
Short-term advertising strengths (STAS) measures were introduced by John Philip...
Awareness and Attitudinal Sales Effects of TV-Campaigns
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.
