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".
This could also be of interest:
Research Papers
Advertising pressure
Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
 
June 15, 1971
Research Papers
Measurement of the competitive pressure of advertising campaigns(German)
Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Dieter Müller-Veeh
 
September 1, 1970
Research Papers
Advertising pressure outlook
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Sandra Grifoni
 
June 15, 1991
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