Abstract:

The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing mix scenario, supported the market success of both a new and an established brand. The next part is concerned with the overview on a new technique in media research: the single-source-use of consumer behaviour and TV-audience data. The single-source- instrument MediaScan offers media planners the opportunity to analyse the media behaviour of different target groups. With the help of this combination, media planning can be optimized by using the TV contents of the environment that buyers of a brand actually prefer. The paper will finish with an outlook of the chances that the instrument offers for the application in the area of magazines.