Abstract:

The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John Philip Jones STAS measurement. The authors conclude that Jones STAS measures a mixture of individually mediating effects, trade promotional effects and advertising effects, nothing that really helps to judge TV advertising effectiveness in general. They recommend to use a revised indicator, the so called adjusted STAS, to get a first indication whether advertising has a short term effect and to be able to estimate the effects of other interfering variables on purchase behaviour.