Contacts for a Media target group be optimized under Tradinggesichtspunkten. The Trackingergebnisse suggests that this approach generates many cheap purchased difficult-building effect, partially ineffective contacts. Effective media planning must include in the future the product-specific subject and emotional system of the consumer, at the right time at the right place in the relevant motivational Constitution to speak to him pull strategy. Just then, he is willing to put up with the advertising message apart and only then the campaign will achieve the desired success. The central message of the approach to an effective pull strategy is: first, determine time and place, where the message for the consumer is relevant, then optimize reach and contacts. “How the inclusion of the relevant dimension affects the media planning, has the consumer Office” demonstrated in a comprehensive study for a FMCG product group and on behalf of awk outdoor advertising, out-of-home analyzes the contribution of the medium and evaluated. II the Study in a first step the motivational drivers of product category were raised. In a second step, it was worked out, when and where the motivational drivers at the consumer impact.
The result is a clearly defined number of relevant points of contact with high probability of perception. In addition, the unaided advertising awareness was raised. Methodology: Survey (INNOFACT) field time 09-12/2008 product users (mind. to), 14-65, n 540. III the results at a glance = it identified three key motivational drivers determine the consumption and thus the relevance of the product group at the consumer. When and where are these effective? Relevance and time relevant time point of view are the early morning and the afternoon the most effective response periods. Relevance and place in 85% (net) at least a place out the very high proportion of cognitive relevance of out-of-home offers from psychological point of view very good effect conditions! Trackingergebnisse despite high advertising spending of the product group (over 70 million gross during the period, 150 million in 2008, source: Nielsen Media Research) the memory performance of the advertising is inadequate.