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| Author: | Gleich, U. Groebel, J. |
| Title: | ARD-Forschungsdienst Methoden der Werbewirkungsforschung |
| Journal: | Media Perspektiven
1993 : No.6, p. 299-302 |
| Index terms: | |
| Freeterms: | ADVERTISING, ADVERTISING EFFECTIVENESS, TELEVISION ADVERTISING, INDIVIDUAL BEHAVIOUR |
| Language: | ger |
| Abstract: | We are still lacking methods for defining an ideal combination of advertising functions, for placing commercials, and for choosing target groups in broadcast advertising. The authors explain a study which has been made under laboratory conditions in order to learn more about the effectiveness of tv advertising. |
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