The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent intervals and the relation of these measures to concurrent advertising expenditure in the various media. The measures used in consumer interviews concern two different criteria of advertising effectiveness: Awareness of the advertising campaign and attitudes/product expectations related to the brand. The paper is concerned with experience of the relationship between advertising awareness and expenditure. A variety of practical examples are given
The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent intervals and the relation of these measures to concurrent advertising expenditure in the various media. The measures used in consumer interviews concern two different criteria of advertising effectiveness: Awareness of the advertising campaign and attitudes/product expectations related to the brand. The paper is concerned with experience of the relationship between advertising awareness and expenditure. A variety of practical examples are given.
The subject of this paper is the basic research on the measurement of the effect of advertising on purchasing probability at the pre- and post-test stage for all media advertising which IVE has been carrying out systematically over the last eight years.
Our Basic Research Group was asked to improve decision making on advertising activities by marketing and advertising people by working out model concepts of the process of advertising effects as well as to develop adequate test procedures. Since there was a very strong need for decision aids in this field, this research group was compelled to adapt working methods which vary considerably from those normally practised in research at universities, namely that the slightest progress in research had immediately to be put to practical use due to the pressure of practical requirements .