Testing the Significance of STAS Scores for Brands
Ole Stenvinkel Nilsson, Jorgen Kai Olsen and Flemming Hansen
In a recent paper in this Journal, Simon Broadbent and Allan Smith reviewed various ways of analysing data that relate consumers’ purchases to their ad exposure.
Testing the Significance of STAS Scores for
Brands
Professor Flemming Hansen
Copenhagen Business School, and Gallup.
Associate professor Jrgen Kai Olsen, and Associate professor
Ole Stenvinkel Nilsson,
Copenhagen Business School
Short-term advertising...
