Abstract:

The areas which are to be investigated in this paper are: - confrontation with parts of the medium; - the page-confrontation; - the editorial page-confrontation; - the advertising page-confrontation; - the confrontation with both editorial and advertising pages; - perception of editorial or advertising pages; - apperception of editorial or advertising pages; - effect measurements. When talking about editorial and advertising pages, the reasoning can be extended to the audio-visual media, which can be filled in in the same manner, viz. programs and advertising. In extending in such a way, the line from medium-confrontation to confrontation with components of the medium, to contact with advertising pages, to perception and apperception, it will be clear that we are thinking here in terms of a certain model. A medium model with a specific purpose and this purpose determines in reverse the construction of the model. The purposes of the model is not a detailed and realistic picture of the communication behaviour of the population of yesterday and today. Of course this is a legitimate research goal. But the essence here is the media planning, in fact, to obtain a comparative picture of the significance of a medium as a vehicle of advertising messages for the future. We are talking about forecasts or prognoses.