Point of View: J. P. Jones and M. H. Blair on Measuring Advertising Effects: Another Point of View
本文对Jones和Blair关于电视广告销售效果的实证研究提出质疑，指出其STAS测量方法过于简单且不精确，并反驳了其对IRI研究数据质量的批评。
In their recent Journal of Advertising Research article, John Philip Jones and Margaret Henderson Blair (1996) summarize their own and other empirical studies on the sales effects of TV advertising. In this article we document other points of view on parts of their analysis. Specifically: 1. We show that the John Philip Jones’s STAS (Short Term Advertising Strength) measure is too simplistic and imprecise to rely on to generate “new empirical knowledge.” The STAS measures are shown to have low levels of association with valid BehaviorScan® measures when applied to the same advertising campaigns that were tested. 2. We dispel the article’s accusation that the IRI “How TV Advertising Works” (1995) study had “poor data hygiene” by reviewing the data-collection methodology and interpretation that was provided to the editors of the Journal of Marketing Research. The JMR article, which we show had impeccable data hygiene, in fact does not lend support to Jones and Blair’s assertion that “it is possible to identify sales-effective advertising before airing if the proper measurement tools are used.”