Glossary

AD*VANTAGE®

An advertising pretest system used to test the effectiveness of campaigns in different media before carrying them out. Since 1998, AD*VANTAGE® has used human-interface technology, an interactive system that allows subjects to carry out tests on their own, without an interviewer.

AGF-Arbeitsgemeinschaft Fernsehforschung (Television Research Partner)

The body for which GfK Fernsehforschung carries out continuous television audience research in Germany. Founded in 1988, the AGF now comprises the TV networks ARD, ProSieben, RTL, SAT.1, TM3 and ZDF.

aTRACKtive

A software package used to carry out standard and one-off analyses of data from the consumer panel; –> GfK ConsumerScan.

Advertising tracking

A survey carried out at regular intervals to monitor trends in advertising effectiveness, used widely in market research and advertising research. It involves showing an advertisement to similar but not identical samples of people at different times in order to analyze changes over time.

Advertisement

The format in which an advertising message is expressed, such as a print ad, TV commercial or a poster.