An Attitudinal Measure of ad Effects

Flemming Hansen

An Attitudinal Measure of ad Effects

Flemming Hansen

Department of Marketing

Research output: Contribution to conference › Paper › Research › peer-review

Abstract

ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of 'real single source data’ and with a media environment dominated by print advertising. It turns out, that the measure has promising qualities, also for use in other than Nordic environments.

Original language	English
Publication date	2000
Number of pages	14
Publication status	Published - 2000
Event	4th ACR Asian-Pacific Conference 2000 - Gold Coast, Australia Duration: 16 Mar 2000 → 18 Mar 2000 Conference number: 4

Conference

Conference	4th ACR Asian-Pacific Conference 2000
Number	4
Country/Territory	Australia
City	Gold Coast
Period	16/03/2000 → 18/03/2000

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title = "An Attitudinal Measure of ad Effects",

abstract = "ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of 'real single source data{\textquoteright} and with a media environment dominated by print advertising. It turns out, that the measure has promising qualities, also for use in other than Nordic environments.",

keywords = "Reklameeffekt, M{\aa}ling, ASTAS, STAS",

author = "Flemming Hansen",

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year = "2000",

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AB - ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of 'real single source data’ and with a media environment dominated by print advertising. It turns out, that the measure has promising qualities, also for use in other than Nordic environments.

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KW - STAS

M3 - Paper

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Y2 - 16 March 2000 through 18 March 2000

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