The effects of print vs TV advertising, documented using short-term advertising strength (STAS) measures

Abstract

Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates. However, when electronic single source data cannot be obtained they provide a usable alternative. The results suggest strong print media effects as compared with STAS measures for TV. The data also suggest that, for TV, high campaign recall tends to come together with low STAS scores and vice versa. This is not the case with print campaigns.