Abstract:

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the media per se but also on their specific effectiveness for the product class under consideration. The method of advertising control described here leads, in our opinion, to the answer - for a wide range of product classes - to two so far insoluble questions: - What is the optimal allocation between the various media?; - What are the optimal insertion frequencies for the various media media? The method calls for a 2 to 3 ,000 interview survey followed by extensive mathematical and statistical analysis.