{"id":50696,"date":"2021-12-07T14:48:36","date_gmt":"2021-12-07T13:48:36","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=50696"},"modified":"2021-12-10T11:14:01","modified_gmt":"2021-12-10T10:14:01","slug":"methods-for-measurement-of-advertising-impact","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/methods-for-measurement-of-advertising-impact\/","title":{"rendered":"Methods for Measurement of Advertising Impact | Transfer-Magazine"},"content":{"rendered":"

[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”30″][vc_single_image image=”50697″ img_size=”large” alignment=”center” onclick=”custom_link” img_link_target=”_blank” qode_css_animation=”” link=”https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2021\/12\/transfer_article_translation_EN.pdf”][vc_empty_space height=”50″][vc_column_text]<\/p>\n

What makes the difference? Relevant<\/strong> methods <\/strong>in research for advertising impact
\n<\/strong><\/h3>\n

[\/vc_column_text][vc_empty_space height=”30″][vc_column_text]How strong can consumers still be stimulated by advertising and being motivated to react or buy?<\/p>\n

The research on advertising impact<\/a> is being challenged of finding new approaches to research and the chosen methods because of an environment dominated by digital media, an overabundance of information, and unprecedented freedom of choice for consumers.<\/p>\n

The further development of media technologies corresponds with three mental systems: System0<\/a>, implicit and explicit perception. In market research, a holistic approach and with the help of neurosemiotics, a precise statement can be made about the emotions and the perception of advertising by consumers, even in complex communication<\/a> situations.<\/p>\n

[\/vc_column_text][vc_empty_space height=”30″][vc_column_text]Read full article from current issue of Transfer magazine (4\/21):<\/strong>[\/vc_column_text][vc_empty_space height=”30″]Go to article<\/a>[vc_empty_space height=”50″][vc_column_text]<\/p>\n

About the authors
\n<\/strong><\/h5>\n

Michael Schie\u00dfl<\/a> is a media psychologist and CEO of eye square.<\/p>\n

Matthias Rothensee<\/a> is research director of eye square. His research focuses on the implicit effects of marketing, emotions and visual perception.<\/p>\n

Stefan Sch\u00f6nherr<\/a> is Unit Lead of Brand und Media Experience and a highly experienced brand and media specialist.<\/p>\n

Co-author Jan-Philipp G\u00f6rtz<\/a> writes regularly for eye square and is co-founder and director of the Valere Academy.<\/p>\n

[\/vc_column_text][vc_empty_space height=”30″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”30″][vc_single_image image=”50697″ img_size=”large” alignment=”center” onclick=”custom_link” img_link_target=”_blank” qode_css_animation=”” link=”https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2021\/12\/transfer_article_translation_EN.pdf”][vc_empty_space height=”50″][vc_column_text] What makes the difference? Relevant methods in research for advertising impact [\/vc_column_text][vc_empty_space height=”30″][vc_column_text]How strong can consumers still be stimulated by advertising and being motivated to react or…<\/p>\n","protected":false},"author":21,"featured_media":50697,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7179,204,1],"tags":[],"class_list":["post-50696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7179","category-article","category-news"],"yoast_head":"\nMarket research - measuring the effect of advertising - Transfer mag 4\/21<\/title>\n<meta name=\"description\" content=\"In the current issue of Transfer Magazine 4\/21, the authors from eye square look at the changes measuring advertising effectiveness in market research in the digital age\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/en\/methods-for-measurement-of-advertising-impact\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Methods for Measurement of Advertising Impact | Transfer-Magazine\" \/>\n<meta property=\"og:description\" content=\"In the current issue of Transfer Magazine 4\/21, the authors from eye square look at the changes measuring advertising effectiveness in market research in the digital age\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/methods-for-measurement-of-advertising-impact\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-07T13:48:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-12-10T10:14:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2021\/12\/Werbewirkungsforschung_eye_square_Artikel_Transfer_4_21.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1096\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Astrid Aumayer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aumayer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Astrid Aumayer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/methods-for-measurement-of-advertising-impact\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/methods-for-measurement-of-advertising-impact\\\/\"},\"author\":{\"name\":\"Astrid Aumayer\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#\\\/schema\\\/person\\\/8645b8d1c90cac1c574996187454732d\"},\"headline\":\"Methods for Measurement of Advertising Impact | Transfer-Magazine\",\"datePublished\":\"2021-12-07T13:48:36+00:00\",\"dateModified\":\"2021-12-10T10:14:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/methods-for-measurement-of-advertising-impact\\\/\"},\"wordCount\":424,\"publisher\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/methods-for-measurement-of-advertising-impact\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2021\\\/12\\\/Werbewirkungsforschung_eye_square_Artikel_Transfer_4_21.png\",\"articleSection\":[\"2021\",\"Article\",\"News\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/methods-for-measurement-of-advertising-impact\\\/\",\"url\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/methods-for-measurement-of-advertising-impact\\\/\",\"name\":\"Market research - 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