Abstract:

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the validity of the information and attitude indicators is based on the assumption of a step process in buying decision, the purchasing act necessarily resulting from the declared readiness to buy. Only experimental micro test markets like GfK BehaviorScan are appropriate for questions concerning economic advertising success, advertising success including the complete marketing success, and the course of time.