Abstract:

Utilizing the basis of the very complex automobile market in Germany, the effects created by radio advertising in a media-mix will be demonstrated. The essential effects of an advertising campaign can only be proven in psychologically defined target groups. The study also shows that small amounts of broadcast spending can achieve a considerable impact in very difficult markets. The study, based on a survey of January and February 1997 also shows that the usual indications of advertising effects of demographically defined target groups incompletely describe these effects.