Abstract
This article is a report of some findings of an advertising research project wit De Ingenieur readers. A split-run experiment was carried out with four versions of advertisements, 32 Firms advertisers in De Ingenieur participated in this project. The purpose of the survey was to define the relative effectiveness of four approaches: stress on goodwill, vs, stress on product information, as the copy variable, and on the other hand stress on application vs, stress on product as the pictorial variable. Aided recall was used as the main criterion. Besides, the influence was measured of brand knowledge, reputation of firm/brand and purchasing influence.