STAS and Other Short Term Advertising Effect Measures

Jorgen Kai Olsen and Flemming Hansen

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 divided by the percentage of purchases among non-exposed consumers. This figure is multiplied by 100 giving a score where figures larger than 100, suggest a positive effect of the advertising.

INTERVIEW BASED SINGLE SOURCE DATA

Until recently, data for such computations have practically always come from electronic single source systems. It is, however, possible to obtain very similar information,...

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