The effect posted by out-of-home media as service provider in the media marketing is man always ready to offer an effective as possible, effect-based clients and media agencies. The most common instrument is the representation of qualitative and quantitative evidence of effect controlled case studies. In the awk outdoor advertising GmbH can prove that, until now, a highly efficient and also effective medium has designed the 18/1 posters at the POS. However, the marketer in intermedia competition with the impact studies of other types of media, which also demonstrate their performance is. Everything seems and still the memory performance of advertising drops frequently. On the question of why?’, there is so far no satisfactory response. However, the fact is that the pure Kontakt-(Chancen)-Optimierung and a convenient shopping for an effective implementation of the campaign are not sufficient.
While companies in the phase of product development to make high investments to position competitive and successful products on the market, this perspective will vanish often when looking at the media investment as well as the efficiency and effectiveness of advertising campaigns. Looking for optimization approaches, the awk outdoor advertising GmbH is breaking new ground. “With the expertise of the marketing agency the consumer Office” a concept was developed, which allows for a completely different approach to media planning and media selection efficiency related. “I media planning by a factor of relevance complement the concept of the consumer Office” question is a simple at first glance: when and where is the consumer willing to deal with an advertising and promotional message? ” Behind this is the realization that much of the advertising contacts often takes place, where the customer is not in the Constitution at a time and place or is ready to deal with the advertising message. The Embassy does not apply situational relevance among the beneficiaries; time as spatially. The current media planning is based on a push strategy.