la?' he squeaked at last, gibbering and whimpering like a whipped monkey, so that I could not bear to miss his face, and got a match all ready to strike.
TABLE 1 List of BehaviorScan[R] Tests Included in STAS Validation Analysis Test Brand Test Design ## of Test Markets Brand A 50% Heavy Up 3 Markets Brand B 50% Heavy Up 2 Markets Brand C1 104% Heavy Up 2 Markets Brand C2 104% Heavy Up 2 Markets Brand D1 60% Heavy Up-Alt.
Second, Stimulated STAS is defined as the share of purchase occasions, or brand share, for the households that received at least one brand TV advertisement in the previous seven days.
The final STAS measure is defined as the STAS Differential, or the indexed ratio of the Stimulated STAS to the Baseline STAS.
Figure 2 is a representation of the STAS Differential and provides for a ready interpretation of the relationship of brand share as a function of households exposed and not exposed to a brand's TV advertising.
COMPARISON OF JONES'S STAS RANGES AND IRI BEHAVIORSCAN[R] STAS RANGES
After developing the initial set of STAS measures representing the databases associated with the BehaviorScan[R] tests under analysis, the authors wanted to confirm that the results were within the range of results reported by Jones in his book, When Ads Work.
Figure 4 contains the STAS results representing the seven BehaviorScan[R] tests.
The next series of STAS measures the authors investigated [ILLUSTRATION FOR FIGURE 5 OMITTED] displayed the relationship between the average weekly STAS when it was based on purchase occasions versus volume share.
The following is offered as an overview of BehaviorScan[R], in that a thorough understanding of the BehaviorScan[R] system is critical for understanding the comparative results of BehaviorScan[R] tests with corresponding STAS levels.