Activation Research

Activation Research
Kaufentschlussanalyse; Verfahren zur Messung des Aktionserfolges der Werbung ( Werbeerfolgskontrolle). Die Käufer einer Ware werden unmittelbar nach dem Kauf über die näheren Umstände befragt, die zum Kauf führten. Oftmals war der Anlass der Kontakt mit einem bestimmten Werbemittel. A.R. versagt bei werblichen Beeinflussungen, die unterbewusst gewirkt haben.

Lexikon der Economics. 2013.

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