Mediawerbung is the transport and the spreading of information about the allocation of advertising media with means of publicity in the surrounding field of public communication against a achievement-referred payment, in order to reach a realization of firm specific communication goals. It is a Unterform of the advertisement.

Demarcation to other communication instruments

Mediawerbung is a form of multi-level, indirect communication, which addresses itself publicly and exclusively over technical spreading means (media) by means of word, writing, picture and/or clay/tone character to a disperses public.

Classification of the communication carriers

can be made by the kind of the message transmission:

• Insertions and printed media (announcements) are appearing periodic printed products. Newspapers and magazines represent most important sub-group. These can be defined on the basis the target group e.g. public technical and Special Interest magazines. A further criterion of the demarcation is periodicity (daily, weekly, monthly, quarterly and annually). Here the feature frequency plays a crucial role with the evaluation of the allocation possibility.

• Electronic media (advertising spots) cover the three groups broadcast, film and television. They differ together from the printed media through:
  • the time of the information admission (identical to the time of the information transmission)
  • the duration of the information admission (identical to the duration of the information transmission, if one does not gezappt)
  • the place is mostly determined (car, cinema, living room)

• Media of the external advertisement (posters) represent the third group of advertising media, whereby the largest value comes to the poster and means of transport advertisement.

Placement of means of publicity

The placement of means of publicity can be made by a scope of action table. Here partitioned between designation and view level, which the possibilities of the placement limit and make transparency.

• Mediagattung (pressure, radio, cinema),
• Mediasegment within the Mediagattung (with pressure: Magazines. Newspapers etc.)
• Mediagruppe: (Kind of the kind e.g. Mrs. technical, program magazines, pictorial)
• Single medium (name of the medium; Placement in the single medium: Envelope, main etc. culture part, etc., supplements)

An effective planning process of the Mediawerbung can be arranged by this organization.

In the context of a Kommunikationsmixes the Mediawerbung is a form of the mass communication. She takes over an informative function (over product and enterprise, image production) and a manipulative function (behaviors change, resistances of the reason diminish). The psychological auxiliary use consists of the fact that the product with emotional attractions is loaded.

See also

• Marketing

Articles in category "Mediawerbung"

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