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Published in:
2006 | OriginalPaper | Chapter
Interview based STAS and the effect of print advertising
Authors : Flemming Hansen, Jørgen Kai Olsen, Steen Lundsteen, MSc.
Published in: International Advertising and Communication
Publisher: DUV
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Short Term Advertising Strength is normally based on electronic single source data. In the present article, however it is estimated based upon personal interview data. The share of purchases among people exposed to advertising is divided with the share of purchases among people reported not to be exposed. These estimates are upward biased relative to electronic single source based estimates. The results suggest strong print media effects as compared with STAS measures for TV. The data also suggest that whereas for TV high campaign recall tends to come together with low STAS scores and vice versa, the same is not the case with print campaigns. Here campaigns high in both recall and STAS are found.