Abstract:

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 .