Application of life style studies media planning by motivational-psychological criteria

Date of publication: June 15, 1980

Author: Heinz Retsch


In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous group of people. Consistently, the target persons are not only described demographically, but also by their psychological characteristics. This means, generally by their attitudes and motivations, and especially in the living sphere connected with the product - as purchase and consumption of products are evaluated more in the aspect of personal benefit than in the aspect of pure consumption.

Heinz Retsch


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