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".
Research Papers
The brand triad in Europe (German)
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Rolf-Rudiger Nausch, Harald Kunzer, Eckhard Korf
 
September 1, 1992
Research Papers
Standard surveys for analysing local bank competition (German)
Catalogue: Seminar 1975: The Use Of Market Research In The Financial Fields
Author: Herbert Geiger
Company: Institut für Demoskopie Allensbach GmbH
February 1, 1975
