Abstract:

The research project was conducted in certain German magazines of both bulky and shorter types. The sample consisted of 400 regular female readers of these magazines, who had not yet read the edition in question. The examination of the research methods and effectiveness- factors was possible, since each reader was at first observed and systematically checked in her reading behaviour by use of a hidden television camera, and then finally through the application of a well known technique was intensively questioned towards a determination of the ad's effectiveness. This project was carried out in the spring of 1972.