STAS and Other Short Term Advertising Effect Measures

Short-term advertising strengths (STAS) measures were introduced by John Philip Jones (1995). They represent one of the first attempts to analyse single source data systematically.
  

STAS and Other Short Term Advertising Effect Measures

Professor Flemming Hansen, andAssociate Professor Jrgen Kai Olsen

THE STAS CONCEPT

It is well-known that STAS is computed as the percentage of purchases among advertising exposed consumers...