Abstract:

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research material and the techniques used for putting it to optimum effectiveness. We will show how the combined results from - readership surveys and - secondary statistical content analyses of magazines provide us with the basic data from which we can map out our media plan for a magazine campaign at an optimal cost/performance ratio.