John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
Is STAS a Uniform Measure for All Types of Buyers?
Short-Term Advertising Strength (STAS) is a research technique developed during the early 1990s for measuring the immediate selling power of an advertisement (it is discussed also in Chapters 18, 24, and 26 of this volume). STAS is the ratio of brand share in the households that have received advertising for an identified brand during the 7 days before they buy it and the brand share in the households that have received no such advertising. These groups are called the Ad and Adless households, respectively. My work on this concept in both the United States and Germany produced a single STAS Differential for each brand in ...