The effects of print vs TV advertising, documented using short-term advertising strength (STAS) measures

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...