Recent developments in the measurement of advertising effectiveness: The third generation
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Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 23.1995, 4, p. 259-269
Hansen, Flemming, (1981)
Testing the Significance of STAS Scores for Brands - Short Term Advertising Strength (STAS) has become a widely used term in media planning. Rarely, however, have the statistical significance of the reported scores been discussed. In the present paper, the authors present a procedure for such testing and discuss its implications for evaluating published findings
Hansen, Flemming, (1999)
Hansen, Flemming, (2002)
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