Media Conception as the first step for effective communications with the target group

The more specific you know the media, the better the message is delivered

<Just to advertise> will certainly result in failure. What does the best advertising campaign effect, if you do not reach your target group. An exact media conception is the pre-requirement for sustainable success and answers questions like:

• Which media is used by the target group?
• Should the content be edited for the media campaign?
• When is the suitable moment to address the target group?

Media conception and analysis

Media conception is compulsery to reach the planned goals in suitable media and creates a perfect media mix. The media plan is part of the media conception and is conected to factors like product features, distribution channels, communication and pricing policies.

To plan an advertising campaign in commercial print media a readership analysis is conducted. It informs about the LSM of the newspaper or magazine and there habits and distirbution figures.

Nationwide is good, but target driven is better

If your marketing budget is big enoug and <image> is of importance then advertise nationwide with double sided advertisements and everything that is possible. We are already happy! Or doesn't it make sense to channelise the advertisements to the specific target markets without addressing reasonable. The saved costs can be invested for new ideas and better products.