Abstract:
The following paper deals with: 1. Description of the phenomenon 'image'; 2. Hypothesis about its effectiveness; 3. Systematical review to the used research instruments in Germany in the last 15 years; 4. Discussion about the conclusiveness of the found results. Two approaches were adopted : Describing the image of the medium itself and that of its users with two steps of investigation: In the phase of pre-testing free associations, in the main survey associations of given elements to one or more stimulus terms. Two kinds of instruments were used: Graphic and verbal material. There does not exist any influence from the image of the magazine or newspaper to the brand advertised therein. Two surveys had shown: There is no reaction between the editorial environment and the advertisement.
Research Papers
Goals, possibilities and problems of good sampling procedures (German)
Catalogue: Seminar 1973: Fieldwork, Sampling And Questionnaire Design
Author: Klaus P. Landgrebe
 
June 15, 1973
Research Papers
The refinement of multi-media analyses about useful criteria for media planning (German)
Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1980
Research Papers
New research results require methodological change
Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: Friedrich W. R. Tennstädt, Renate Köcher
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1980
