• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

Short-Term Advertising Strength: New Empirical Evidence from Norway
Short-term advertising strength: New empirical evidence from Norway

STAS is the well-known acronym for Short-Term Advertising Strength, a concept developed by John Philip Jones. As many people know, Jones studied the effect of advertising on sales based on a single-source panel in the United States. The panel consisted of 2,000 households with both TV meters and in-home scanners. Knowing the advertising schedule, he was able to describe the differences in purchase behavior between those exposed to TV advertising and those not exposed to TV advertising within a period of 7 days. STAS is an index describing this difference. If sales in the two groups are equal, the STAS index will be 100, meaning no difference. A STAS score ...

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