Abstract:

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning Department of the Axel Springer Publishing House. From February to July 1970 a total of about 5,000 housewives were interviewed in 12 sessions. The points investigated were media usage, the "advertising response" from a total of 100 different brands, the demographic structure and additional personality-specific criteria. The "advertising response" was measured by a number of parameters ranging from "brand awareness" to "buying behaviour" and its changes. The survey showed that "brand awareness" is the best parameter to measure "advertising response".