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| Author: | Hansen, F. Olsen, J.K. Lundsteen, S. |
| Title: | The effects of print vs TV advertising, documented using short-term advertising strength (STATS) measures |
| Journal: | International Journal of Advertising
2006 : VOL. 25:4, p. 431-446 |
| Index terms: | advertising television advertising |
| Language: | eng |
| Abstract: | This study examines the effects of print versus TV advertising, documented using short-term advertising strength (STAS) measures. STAS is assessed based upon personal interview data, which provides a usable alternative when electronic single source data cannot be obtained. In the study, strong print media effects as compared with STAS measures for TV were found. Furthermore, the data suggest that for TV, high campaign recall tends to come together with low STAS scores and vice versa, which is not the case with print media. |
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