The effects of print vs TV advertising, documented using short-term advertising strength (STAS) measures
Flemming Hansen, Jorgen Kai Olsen and Steen Lundsteen
Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates.
The effects of print vs TV advertising, documented using short-term advertising strength (STAS) measures
Flemming Hansen, Jørgen Kai Olsen and Steen LundsteenCopenhagen Business School
THE PROBLEM
Short-term advertising strengths (STAS) measures were introduced...
