The purpose of the study which will be presented here was to demonstrate whether – and if so to what extend – the special “qualities” of the Sunday imply a better effectiveness of ads in a Sunday paper compared to magazines which are published on workdays. Are there differences in the conditions of reception in terms of place of reading, source of copy, mood, stress vs. relaxation? And what is the effect of these differences with regard to ad awareness?
The sponsor of the study is “Bild am Sonntag”. “Bild am Sonntag” claims to be “Germany’s fastest magazine”. It has an average issue readership of 17% and a broadest audience of one third of the population. It has a nearly monopolistic position on Sunday.
Symposium: 2003: Cambridge, Massachusetts, Session 1 - Advertising Effects
Authors: Braun, Michael, Pfleiderer, Rolf
Organisations: Axel Springer Verlag AG, TNS Infratest GmbH
Topics: Advertising Effects, Quality of Reading