Their indispensable existence and significance extend far beyond their haptic quality, easy operability, and universal usage.
From the Renaissance down to the present day, print has transmitted education, initiated and accompanied social developments, commented on current affairs, and ensured the dissemination of information. Print was and is a lead medium. It is an essential element of our communications culture and, in addition to the three branches of state authority, legislative, executive and judicial, is a guarantee for a democratic public sphere.
Today as well, print products such as newspapers and magazines are based on these principles. Their high believability and ability to explain complex relationships lead to a high contentual focus on the part of the reader.
Newspapers and magazines are intentionally purchased and intensively used. They are therefore optimal for achieving sustained coverage increases among differentiated target groups, and offer ideal editorial environments, especially for image-related advertising campaigns.
In the mass communication landscape of the 21st century, the digital component, the Internet, whether stationary or mobile, plays an outstanding role. This new medium networks persons in real time, irrespective of time and space. The Internet is faster and more topical than the classic media.
Communications platforms such as Facebook enable permanent contacts between persons worldwide. The world has medially become a global village. The interaction that digital technology offers the individual guarantees a high level of e-Participation.
Living with the digital media has become commonplace for many people. The digital media are clearly mainstream, but through their precise controllability they also function as target group advertising media.
As the reactions of the target group can be immediately and accurately measured, and the efficiency of a campaign can be monitored and if necessary optimized during the course of the campaign, the digital media are increasingly being integrated in advertising activities. Rapid availability, high cost efficiency and a broad spectrum of creative solutions underscore the attractiveness of the digital media as an advertising medium.
Entertainment and travel continue to gain in importance. People are becoming ever more mobile. The ambient media stick to their heels. They can be found wherever the target persons are. On the way to work, in a restaurant, in train stations or at airports. Ambient is omnipresent!
Ambient media enable the placement of classic as well as totally new ad formats in a closed, homogeneous, target-group-specific setting. Ad messages can therefore be delivered that precisely meet the interests of the recipients.
The acceptance of this new, innovative advertising channel is correspondingly high and has led to a new contact quality which is a result of the situation-related, higher receptiveness and the radiating image effect of the ambient media.
Television is the mass medium par excellence. It is mainstay of leisure behaviour, but also transmits culture, education and news in addition to entertainment. It is the “window to the world” that can be opened at any time without the viewer having to leave his home. Television has become a major component of a consumption and media-driven lifestyle; it is a frame of reference for daily life for the lifeworlds of broad sectors of the population.
As an advertising medium, television enjoys an outstanding position. It is able to quickly generate high coverage and OTS levels in large sections of society. Brand name awareness can be therefore quickly created or extended. Moreover, the medium’s audio-visuality awakens emotions and creates ideal prerequisites for emotionalising brand name advertising. Optimal placement possibilities in editorial settings that reflect the daily lives of the viewer further strengthen the medium’s advertising effectiveness. TV advertising can increase the purchase probability of fast-moving consumer goods and is therefore also a “sales moving medium”.
The classic medium of radio meets the entertainment needs of broad segments of the population through music, regularly broadcast news, and service topics. Special-interest stations appeal to the particular interests of upmarket listeners who desire higher quality, authentic radio journalism.
Generally speaking, radio functions as a ubiquitous medium, from which a mood-related background for everyday life is expected.
This makes radio advertising especially attractive: radio is omnipresent and close to the consumer. Within a short time, radio advertising achieves high coverage levels on national as well as local levels and thus strengthens brand name awareness and product sales.
The listener’s loyalty to the station is high and his avoidance to advertising correspondingly low. In an inter-media comparison, radio scores through its high cost efficiency. Radio advertising has a complementary function and improves ad efficiency indicators for TV, online, or a mono-medium campaign.