Potenziale of comparative advertisement too little used. Goldmedia Custom Research GmbH again based

Managing director of the Goldmedia Custom Research GmH: Dr. Florian Kerkau, Professor Dr. Klaus gold hammer (openPR) - Berlin, 21 February 2007. In the medium age a constant competition prevails around attention. But which advertising message can become generally accepted in the flood of information and actually arrives at the consumer In January 2007 again created Goldmedia the Custom Research GmbH gives answers.

The Goldmedia Custom Research developed a world-wide singular eye method of analysis, which supplies extremely exact information about the processing processes in the human brain. Publishing houses or Internet companies, advertising and Mediaagenturen as well as film and television producers receive loadable data over this new measurement of pupil movements, as their products or means of communication actually work.

That internationally as mental Workload Analyzer (MWA) patented procedures was already several times successfully used, among other things for the investigation of TV-series-pilots or interactive TV-formats, from indicator campaigns and Internet sides. Also to the analysis of comparative TV-advertisement the MWA was already used.

++++ leaning comparative TV-advertisement can provide competition advantages

Comparative advertisement excites attention. A current example of it is the new Apple campaign, which runs at the same time with the introduction of the Microsoft operating system Vista in the USA, Great Britain and Japan. In Germany comparative advertisement is only permitted since 2000, their effects is so far still hardly investigated therefore.

The Goldmedia Custom Research GmbH examined the effects of different comparative Werbestrategien by analysis of eye parameters in connection with deep-psychological procedures. In a study over reactions to television advertising spots from well-known and less well-known insurance companies three different became
TV-Spot-types analyzes: first of all classical advertising spots without comparative aspects, secondly lean-comparative Spots and thirdly compete-comparative Spots.

The clear result of the investigation: Advertisement with lean-comparative concepts arrived best with the test persons. Regarding the regarded perception dimensions attention, attitude to the product, information as well as reliability and confidence obtained this Spots with the spectators
the most positive effects. Werbestrategien, in which the own strengths are stressed and competitors are comparatively explained, could thus quite provide for competition advantages.

Against it with compete-comparative contents at expense of the competitor to form, used oneself only unknown offerers with small market position. All other provoked reactions rather rejecting in the Goldmedia investigation with such concepts: the advertisement was felt as strongly self-interested and aggressively and had predominantly negative effects on the confidence of the spectators to the offerer.

++++ Goldmedia Custom Research GmbH - new society of the Goldmedia group

The Goldmedia Custom Research GmbH was created in January 2007 in Berlin. Acting partners are Dr. Florian Kerkau and Professor Dr. Klaus gold hammer. The again formed society is specialized in service offers in the range user research as well as market and public opinion poll. Newly developed research instruments of the High speed Pupillometrie were already internationally patented.

Dr. Florian Kerkau studied Berlin educating sciences and psychology at the technical university. Kerkau intensively concerned itself since 2001 at the center for Media Research of the free University of Berlin with biometric measuring procedures and already cooperated since 2006 with the citizens of Berlin management consultation Goldmedia GmbH Media Consulting & Research.

Professor Dr. Klaus gold hammer created 1998 in Berlin the Goldmedia GmbH Media Consulting & Research. He is at the same time acting partner of the Goldmedia Sales & services GmbH. Gold hammer has training orders at universities and universities and is an in demand adviser at home and abroad.

Press contact:

Goldmedia GmbH
Oranienburger STR. 27
10117 Berlin
Dr. Florian Kerkau, Tel: +49 30 246 266-41, Florian.Kerkau@Goldmedia.de
Dr. Katrin Penzel, Tel: +49 30 246 266-0, Katrin.Penzel@Goldmedia.de
www.Goldmedia.de

Goldmedia: Goldmedia advises national and international customers in the medium, Entertainment and telecommunications. The service offer covers competition analyses, market and media research, differentiated prognoses and computer forecasts as well as strategy consultation and implementation. To the Goldmedia group belong: the 1998 created Goldmedia GmbH Media Consulting & Research, the 2004 formed Goldmedia Sales & services GmbH as well as since January 2007 the Goldmedia Custom Research GmbH. Head office of the enterprise is Berlin. Goldmedia has locations in Cologne, Munich and Frankfurt.

Goldmedia Custom Research GmbH: The Goldmedia Custom Research GmbH was created in January 2007 and is specialized in service offers within the range user research as well as in market and public opinion poll and all associated activities. Goldmedia Custom Research offers all forms and instruments of the classical market study, from CATI, CAPI, auditory test or group of focuses, over Conjoint analysis up to the Pricing study. The enterprise is beyond that specialized in biometric media research and own instruments within the range Usability research (Pupillometrie, Eyetracking) developed and
internationally patents.

Dieser Artikel wurde veröffentlicht auf
OpenPR - http://openpr.de/news/121267/Potenziale-vergleichender-Werbung-zu-wenig-genutzt-Goldmedia-Custom-Research-GmbH-neu-gegruendet.html