Testing the significance of STAS scores for brands

Article Abstract:

There has been extensive discussion within marketing and advertising research about short-term advertising strengths (STAS) measures. A number of difficulties relating to the interpretation of STAS-scores have been identified, including the fact that STAS-scores reflect only short-term effects of advertising. It is clear that there is often substantial uncertainty associated with the computation of STAS-scores at the individual brand level. Most STAS computations based on electronic single source databases provide STAS-scores that must be interpreted very cautiously.

Advertising Management, Market Research, Management, Marketing, Marketing management

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An experimental enquiry into sponsoring: what effects can be measured?

Article Abstract:

Research undertaken over recent years at the Copenhagen Business School has looked at sponsoring, an area which is generally overlooked by market researchers. There is a problem with defining exactly what sponsorship involves, and this makes it hard to obtain reliable statistics about its use and its impact. It is thought that sponsorship accounts for around 5% of total advertising expenditure, but its use varies widely between different sectors.

Corporate sponsorship

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Recent developments in the measurement of advertising effectiveness: the third generation

Article Abstract:

Recent research has focused on the historical development of advertising testing, considering why problems arise with traditional variables and techniques. It is widely acknowledged that it is very difficult to measure the effect of advertising, and using intervening variables does not always help to overcome these difficulties. Researchers must still work on identifying useful intervening variables.

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