So half of the respondents could remember about ever not advertising for the category. Obviously, the media contacts a push strategy optimized had not reached consumers. IV the use of media relevance perspective with a budget share of approximately 85% (2008) dominated TV the media mix of the campaigns of the product group. There are about three-quarters switched of the budget after 18: 00. At this point, the product category at the consumer, taking into account the motivational drivers but has little relevance. Obviously, the initiated contacts with the media have not reached consumers. The supposedly high prime time coverage by the TV is actually not. There will be bought only a relatively small number of relevant contacts to an extreme high price. The high proportion of relevant out-of-home contact points (NET 85% vs. 61% inhome) is as good as ever not taken into account. The media mix for the product range not even taken into account the receptiveness of consumers under temporal and spatial aspects of relevance in many cases in the approach. The budget allocation is definitely not efficient under relevance time place point of view and the Trackingergebnisse therefore not surprising. V conclusion the results bring us the answer to the question why? “, a significant step closer.” Each medium based effect. Assuming it is used at the right time at the right place. It ultimately comes to determine relevance, date and place of the contact for the respective market segment or audience first and then to optimize the availability of media. From this point of view are here considered market segment, taking into account the motivational drivers, see the out-of-home media in Intermedia comparison at the forefront.
Out-of-home media to a high range along the relevant places and locations developed and implemented effective action levels. The temporal peaks of the highest relevance overlap it with the phases of highest mobility periods in which out-of-home can build its performance especially the 18/1 posters at the POS generate here relevant contacts immediately before the Act of purchase, time how spatially. The awk outdoor advertising GmbH uses the knowledge of when and where the motivational drivers of a market will become effective.