Abstract:

A source of dissatisfaction among media planners in Germany was the impression that different instruments for measuring quality of media contacts led to different scores depending on the medium offering the score. Against this background a very large and complex syndicated research project was launched, backed by most of the leading publishing houses in Germany. And to date three stages have been completed in co-operation between the German Society of Advertising Agencies (GWA) and the Heinrich Bauer Verlag: -Desk research for compiling and screening the most important of recently developed studies dealing with the subject; -Pilot study for a first qualitative analysis of the main points acquired from desk research; -Testing the reliability of the instruments based on a larger representative sample.