Werbeträgerforschung als Grundlage der Mediaplanung

Media is evolving day by day. Just a few years ago, the hype surrounding the internet was unimaginable. Nowadays, hardly anyone can get by without a daily glance at the World Wide Web. The television and reading habits of people have also changed. There are countless programs that viewers can choose from; the number of titles in consumer magazines is overwhelming. Not only the producers of media content must respond to this, but also the advertising industry. This changed behavior forces a rethink and the need for ever-new advertising measures. This also presents new challenges for media planners. In particular, advertising research, which, alongside market media studies, provides the most important data for media planning, must adapt to these changes. This book analyzes the current and recognized methods of advertising research in Germany. Are they still meaningful? Do they still meet the requirements that media planners and advertisers place on them? Or are there perhaps already other models that could surpass the current methods?.