The prime consideration of this paper is a methodological experiment, carried out by Media Markt Analysen, Frankfurt, in the autumn of 1981 which was aimed to check the measurement of the coverage of BILD and regional daily newspapers. Starting point was the uncertainty, whether BILD was reproduced correctly in the standardised MA (Media Analyses); the results from parallel regional analyses within the area of larger regional dailies showed in most cases lower coverage scores for BILD than in the MA. To be tested were: the MA-model, the inquiry technique of usual regional daily newspaper readership analyses, as well as an improved regional model, which was modified corresponding to analytical supported hypotheses. In all three models the statements in the questionnaire were validated with the help of presentation of the three last published original copies of BILD and the largest regional subscription newspaper in the individual survey areas.
This paper describes the methods of measuring the effectivity of ads in print media after their insertion, in the competitive environment . The traditional methods for measuring physical contacts are recognition and recall. A discussion of the validity of these methods clearly shows that "recognition" does not measure whether or not a given ad has been recognized but- it measures interest in the ad. In case of "recall" the results are influenced by the consumer brand awareness of the brand and, when it comes to "proven recall", they are influenced by duration and intensity of the advertising campaign. In a further chapter techniques for measuring the emotional engagement are described, techniques which tell something about the impression which the ad leaves in regard to the importance of the message, the credibility of the message. All the test methods are of some importance for determining the effectivity of an ad or an advertising campaign.
The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand that this method has been demonstrated on freely available media material. All consideration can naturally be used without limitation in consumer analysis. The brand producer can directly read from these figures where his product has settled in the space, which competing products are near by and how the similarity is characterised. This makes the connections in the market clearer and offers simultaneously a synthetic evaluation of consumer behaviour, knowledge of which is an important aid for decisions on marketing strategy.
The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand that this method has been demonstrated on freely available media material. All consideration can naturally be used without limitation in consumer analysis. The brand producer can directly read from these figures where his product has settled in the space, which competing products are near by and how the similarity is characterised. This makes the connections in the market clearer and offers simultaneously a synthetic evaluation of consumer behaviour, knowledge of which is an important aid for decisions on marketing strategy.