Abstract:

When trying to link the results that our group arrived at to the theme of this Seminar, I want to call your attention to the following. I am very content to find that we, while trying to establish the design for the post-test, almost unanimously arrived at a method which explicitly or implicitly is in essence the DAGMAR approach to advertising. Because we decided to measure the various stages of communication, which - I stress - includes the activity of selling.