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.