Continuous advertising research as a decision making instrument


The model is essentially a modified and completed, DAG-MAR inspired system containing various psychological measures , questions about actual behaviour, distribution and reading habits (media information). It distinguishes between the analysis of short term effects (i.e. measurement of the current campaign) and the long term effects. It is completed by an analysis of the communication content of the advertising. The model is non-linear. Sampling is done every four weeks and is random, but the model has also been applied to selected target groups.

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