Starch test

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The Starch test (based on Daniel Starch ) is a recognition test to check advertising effectiveness.

For this purpose, the person providing information is presented with individual advertisements from newspapers , magazines, but also editorial articles in the form of an artificial magazine in order to determine which advertisements they have already seen or have already read to a lesser or greater extent. This determines whether the advertisements can be recognized in whole or in part.

Conclusions about interest and possible purchase intentions are drawn from the results. The Starch test is used as a pretest before an advertisement is placed or as a post test to monitor the success of advertising.

See also

literature

  • Manfred Hüttner , Ulf Schwarting: Basics of market research . Oldenbourg Wissenschaftsverlag 2002, ISBN 3486259172 , p. 539 ( excerpt in the Google book search)
  • Ludi Koekemoer, Steve Bird: Marketing Communications . Juta and Company Limited 2004, ISBN 0702165093 , p. 490 ( excerpt from Google book search)

Web links