Stas


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Stas

(shtaz),
Jean-Servais, Belgian chemist, 1813-1891. See: Stas-Otto method.
References in periodicals archive ?
When comparing our BehaviorScan[R] test results to the STAS measures, the covariate adjusted results were used.
Figure 7 describes the relationship of the STAS results to those of BehaviorScan[R].
The results for Brands B and E would suggest that the STAS measure provides a good estimate of the brand's advertising effectiveness.
The question then becomes: "Why is the STAS measure for the line extensions so different from that for the brand?"
The answer here is that the Stimulated STAS changes very little during the weeks when there was advertising, while the Baseline STAS is significantly influenced by the purchasing of other line items representing Brand D1.
One of the key conclusions derived from the establishment of the STAS measure was that one exposure was sufficient to influence share, i.e., reach influences share.
TABLE 2 Correlation of STAS Differential with Advertising Reach Correlation Brand with Reach Brand A 0.01 Brand B -0.72 Brand C1 0.05 Brand C2 0.02 Brand D1 -0.14 Brand D2 -0.05 Brand E -0.14
By ignoring the impact of promotions the STAS measure will likely confound some of the impact of promotions and the impact of advertising itself.
When we examine the correlation between the STAS and our own promotions for these seven studies (see Table 4), we find that in six out of seven cases the STAS was positively correlated with the proportion of volume sold on any proportion.
Recall that the STAS measure is the ratio of the Stimulated STAS to the Baseline STAS.
TABLE 4 Correlation of STAS Differential with % Volume Sold on Any Promotion Correlation with Correlation with Brand Own Promotions Competitive Promotions Brand A 0.15 -0.33 Brand B 0.34 0.04 Brand C1 0.08 -0.17 Brand C2 0.26 -0.12 Brand D1 0.04 -0.11 Brand D2 -0.28 -0.03 Brand E 0.28 -0.12
In conclusion, the STAS measure seems to be influenced more by a brand's promotion plan than by its advertising plan.