1.6 International advertising control

Market research shall give information about the efficiency of advertising material and hence about the extent of target achievement. In advance of the placement, pre-tests are required, in order to allow a forecast about the advertising impact. Within the scope of standard processes, measuring methods and criteria of pre tests and post-tests have to be standardised internationally because comparable results on the advertising impact can only then be generated. Comparability is given if the measuring methods are valid and reliable and the results are interpreted in the same way. The measuring methods and criteria have thus to be harmonised internationally (Landwehr 1988, p51 f.).

Besides, the partial effects to be collected have to be defined as indicated in the step models of the advertising impact (see chapter 2.2). There is not an exclusive advertising test such as group discussions. In fact, different procedures are necessary according to the advertising effects in question (Kroeber-Riel, Esch 2000, p134).

Finally, standard processes for advertising research provoke not only high efficiency in planning due to transparent and comparable information, but also increasing efficiency of the central market research department (Kreutzer 1986, p 25).

The advertising effectiveness study is a repetitive process, the necessary information is ascertainable and procedures are observable. Due to the necessary comprehensive know-how for this, the manufacturer has the task to develop procedures to gather and treat information in cooperation with the national sales companies, which are applied within the group in the form of guidelines.