Media-Auditing

The expenses for media advertising represent the largest single item in marketing. The internal accountability pressure regarding the return on media investment is correspondingly high. Therefore, the offer from so-called media auditors to optimize media strategy and purchasing conditions sounds tempting. But what is behind media auditing? Starting from the issues in media planning in the German advertising market, the business model of media auditing is examined. The book thus contributes to transparency regarding providers, their services, demand, and dynamics in the German market. From the perspective of advertising companies, media agencies, and media providers, the advantages and disadvantages of media auditing are highlighted. The book is aimed at all stakeholders involved in the media planning process who are practically interested in media auditing. In particular, it is intended to serve as an introduction to the topic and a guide for decision-makers responsible for media in marketing. Furthermore, the book is also directed at students focusing on advertising.