New study „match POINTs “: ZenithOptimedia helps to understand the target group women better

(openPR) - even still wanted it chocolate, now at one time a new hair-style - there understand times the women! At some places it may be considered as particularly leave acknowledge the changing preferences of the lady world with a head vibrating. In the world of the medium and marketing managers such lack of understanding is above all one: expensively. Who wants to establish woman magazines or branded articles for women in the market, does well to understand the target group. And who wants to apply its products for example in woman magazines, it should inform about it, whether he does not only reach his target group there theoretically, but also practically - for the own mark - wins.

The new, morphologic study helps „match POINTs “, which was conceived of the Düsseldorfer Mediaagenturgruppe ZenithOptimedia and given with Cologne Institut ifm effects + strategies in order. The special of this study: Contrary to the classical market Media research she asks not primarily for the how much (like many readers of a magazine correspond to a certain profile) separate after the why (why seize women to certain products or magazines). In order to fathom this, 220 women were asked in each case up to two hours from trained psychologists to its reading and motives for use. The realizations won from it were summarized in altogether eight volumes, one medium module in such a way specified and seven industry modules. The medium module examines the reading types of 21 woman magazines. The industry modules light up the motives for use of product marks from the ranges maintaining Kosmetik, decorative Kosmetik, smells, hair care, mode, passenger car and clocks.
From the interaction of an industry module with the medium module valuable realizations for the individual Mediaplanung result. Straight one in the course of the digitization of the media and progressive fragmenting exerted by it of the target groups, becomes as individual a speech as possible ever more importantly.

„,' only match POINTs to Mediaplaner “franc Peter Lortz, managing director of the Mediaagentur Zenithmedia addresses itself, does not explain. „Also publishing house managers, indicator leaders, product managers and Marketingentscheider profit from a detailed knowledge of their target group, which we supply also, to match POINTs with'. “

And Matthias Hinzmann, Group Head with Zenithmedia, which accompanied the birth of the study from the idea to the completion, supplements: „Who knows, can the expectation attitude of the readers of a magazine its target group speech exactly at these motives align. In the best case a creative agency develops then indicator motives, which correspond accurately to this expectation attitude. So the Potenziale from interaction can be still better exhausted by mark and medium than in the past. “

Yokes Preu, managing director of the sister agency Optimedia, promises itself from the use of „match POINTs “in the daily work for its customers clear advantages: „Markenartikler know completely exactly, which image they want to give to their mark, but know them also which image their mark have No, because in addition the deep-psychological realizations are missing to you out, match POINTs'. Since from each industry approximately 20 marks/products were examined, makes possible, match POINTs' not only detailed views of the perception for the own mark but also a direct competition comparison on the basis the differences felt clearly by the target group. “

Closer information to the study is available with ZenithOptimedia.

Nicole Karepin; Chief communication and marketing; ZenithOptimedia
Screen first race 71; 40211 Duesseldorf; Tel.: + 49 (0) 211/93 68-249; nicole.karepin (RK) zenithoptimedia (DOT) de

The ZenithOptimedia network is part of the largest Mediaagenturholding world-wide, the Publicis Groupe S.A. ZenithOptimedia is represented with more than 175 offices in 69 countries. In Germany the Mediaagenturen Zenithmedia and Optimedia cares for more than 150 customers and maintains offices in Duesseldorf, Frankfurt, Munich and Hamburg. Zenithmedia was distinguished already several times for its communication concepts. The agency received the German Mediapreis for „the best Mediastrategie of the yearly to 2006 “, by „M&M Europe “for „the Best of automotives Campaign “was distinguished and occupied the 2. Place with the poster & Media Grand Prix.

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