Abstract:

In analysing the effect of an advertisement there are two distinct criteria for evaluating this effect.: 1. The consequences of the impression given; 2. The translation of the advertisement into action by the individual. In the first case, individual perception is the main point to be considered. This means the psychological combination of experience and what is offered. This content of experience can be distinguished in two ways : A. By ascertaining the fixed content (memory test), and; B. by finding out the subjective changes as a result of the the advertisement (attitude and motivation studies). Both these methods of investigation have certain advantages and disadvantages , which will be described in greater detail in this paper.