Abstract:

Is there any possibility to directly trace back turnover increases to the effect of certain advertising measures? or: Is it possible to measure or predict concrete sales effectiveness of advertising measures? or: Which profits bring this or the other advertising measure? The common denominator of all these questions is the measuring arid predicting of the sales effectiveness of advertisements and thus also the measuring of advertising effectiveness. From the numerous techniques Anglo-American researchers frequently offer for measuring the advertising effectiveness defined as sales effectiveness, we select below, two of the most essential ones for a critical discussion: (A) The NETAPPS-Procedure by Daniel STARCH (B) The SCHWERIN-Test of the SCHWERIN-Research Corporation. The methods and results of the mentioned techniques will be summed up and afterwards be subject of a critical reflection.