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"Why?"

Whether you need an advertising campaign or not is a question of market conditions, the product or service to be offered. This is a decision to be made primarily by the entrepreneur, whereby the media agency can often make a substantial contribution towards answering the all-important question: Will the campaign pay off?

"How much?"

The decision how much money should be spent on efficient communication should always be based on the requirements of the communication volume of competitors and overall market. Parameters analysed by Mediahaus®Austria, such as share of voice, share of market, share of advertising and share of mind serve to make recommendations that are documented and conclusive for the client.

"Who?"

Surveying the media use behaviour of defined target groups is a very important factor in view of an accurate and thus economic use of advertising funds. Thereby, research data, e.g. from the media analysis, make a significant contribution. Nonetheless, with the financial power of the Group Media Austria the so-called Sinus Milieus were implemented for the first time in Austria in 2001. This customer and target group model of the Sinus Institute, which is very successful throughout Europe, will make a very significant contribution to media research in Austria, because milieus follow other rules than e.g. income classes and they are becoming more and more important in our individualised society.

"When?"

Permanent analysis of the competitors’ advertising behaviour, as well as the media use of defined target groups and use of the latest techniques – based on national and international media research – serve to increase efficiency. Thereby the expertises prepared by Mediahaus®Austria are based on Focus Market Research as well as many databases such as e.g. ÖVA, LAE or Teletest . Moreover, close collaboration with global player Media Planning Group guarantees permanent access to the latest know-how of worldwide media research. 

"Where?"

The account manager groups at OmniMedia and MediaSelect determine the communication media in which campaigns can be run most efficiently. Thereby, the account managers make use of all the relevant planning instruments (permanently maintained at Mediahaus®Austria), such as media analysis, Teletest, Radiotest or Österreichische Auflagenkontrolle. All the campaign plans developed are thus automatically subject to permanent, on-going control. Communication reports are also prepared regularly as a planning and decision-making tool.

"How?"

The design and contents of a campaign are generally determined by creative agencies. Even so, the question of “How?” usually cannot be answered in isolation. Very often, defined target groups – as we know from media research – have a clear affinity for a very specific type of advertising media. Therefore, the question of “Where?” – and thus expertise in the field of media consulting – should have priority in these cases.