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Measurement of the competitive pressure of advertising campaigns

Date of publication: September 1, 1970

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Dieter Müller-Veeh

Abstract:

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey system which permits, among other things, the visual representation of the differing competitive pressure from advertising campaigns on the consumer and the measuring and analysis of the reaction to this differing pressure.

Dieter Müller-Veeh

Author

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Citation

Müller-Veeh, D. (1970a, September 01). Measurement of the competitive pressure of advertising campaigns. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/measurement-of-the-competitive-pressure-of-advertising-campaigns