Abstract:

The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its users. Part A deals with the question to which degree media selection can depend on descriptive and psychological material about the consumer; Part B deals with the quality of the individual media and with special relationships to them; Part C treats the possibility of linking different investigations (marriage), in view of the plethora of data demanded by media analyses.