Generic Marketing
Category marketing are media marketing measures that are undertaken across providers in favor of a generic form of media ( category ).
The actually competing individual companies form a "communication alliance" (Gerke) in order to achieve the common goals with a uniform advertising campaign or centrally published information materials. Target groups can be the recipient market (readers, viewers, listeners) or the advertising market (advertisers, advertisers).
Generic marketing is usually carried out by the publishers or marketer associations or marketing associations (in Germany for example bvdm , BDZV , VDZ , ZMG or Radiozentrale ). The idea behind category marketing is that the competition for audiences or media budgets takes place in a first stage between the media categories and only takes place in the second stage between the individual offers.
Examples of genre marketing measures are the bvdm's “Print makes more out of it” campaign and the “Radio. Goes in the ear. Stay in the head ”of the radio headquarters, the“ Take Five ”initiative by program magazine publishers, the BDZV's“ jule ”initiative for young readers, the ZMG's“ Slo-vertising ”campaign, and the VDZ's“ Magazines in Schools ”campaign.
Motives for category marketing can also be found in the regular advertising media studies that are jointly financed by competing media companies ( e.g. LAE and the individual media analyzes ), and in industry-wide measurement standards such as IVW or FKM .
Individual evidence
- ↑ Thorsten Gerke: Handbook of advertising media: optimally market advertising media. MI Business Book, 2005, ISBN 978-3-636-03024-5 .
- ^ Thomas Breyer-Mayländer, Andreas Werner: Handbuch der Medienbetriebslehre. Oldenbourg Wissenschaftsverlag, 2003, ISBN 978-3-486-27356-4 .
- ↑ Print makes more of it. bvdm.
- ↑ jule. Young Readers Initiative. BDZV.
- ↑ Slo-vertising. Time to work. ZMG.