Separating Recall Effects and Short Term Sales Effects in Personal Interview Data on Self-reported Ad Recall and Purchases

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.
  

Separating Recall Effects and Short Term Sales Effects in Personal Interview Data on Self-reported Ad Recall and Purchases

Professor Flemming Hansen econ, dr., and Associate Professor Jrgen Kai Olsen., Copenhagen Business School,

BACKGROUND...