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.
This could also be of interest:
Research Papers
Assessing radio advertising effectiveness
Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Authors: Jackie Ferris, Owen Charlebois
 
June 15, 1999
Research Papers
Addressable TV advertising
Catalogue: Big Data World 2017: Smart Data Integration
Authors: Edward Malthouse, Judy Franks, Ewa Maslowska
 
November 13, 2017
Research Papers
Media mix and advertising effectiveness
Catalogue: Seminar 1990: The Quality Of Media Information
Author: Rolf Speetzen
 
June 15, 1990
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)