Validating STAS Using BehaviorScan®
本文尝试验证John Philip Jones提出的STAS概念，利用BehaviorScan®测试中仅广告量变化的案例，比较STAS结果与测试结论，以检验广告对品牌增量购买的影响。
In the book When Ads Work (Lexington Books), John Philip Jones outlines a compelling new look at the relationship between TV advertising and product sales. Although innovative, this work has come under some criticism. Important drivers of a brand’s sales volume, such as brand price point levels, features and displays, brand loyalties and product distribution, etc., are not directly accounted for within Jones’ STAS measure. This paper is an attempt to validate Jones’ STAS concept. BehaviorScan® tests, in which the only variable was advertising weight, provide cases where advertising has (or has not) driven incremental purchasing of a brand. These cases allow for the comparison of STAS findings with BehaviorScan® test conclusions.