Factor analysis as a basis for advertising evaluation

Abstract:

We report on a factorial advertisements analysis, a study applying the mathematical/psychological process of the factor analysis to descriptive characteristics and resonance values of advertisements in German periodicals. As material for about 6,000 ads, the results of the impact test were available which the EMNID Institutes of Bielefeld made during the past eight years. These data permit of relating the reminder effects of the tested ads directly to their formal, thematic and motivational features. The study is to provide the advertiser with a concrete and efficacious strategy of press advertising. It was therefore necessary to conduct it in such a manner that its results, including a forecasting procedure for the efficacy of ad designs can be applied in practice without mathematical or psychological knowledge.

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