Testing the Significance of STAS Scores for Brands

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...