Above all we think that the term media analysis describes only partly its meaning. Basically it should be called “product-
distribution-targetgroup-competition-
media-analysis”.

This is a monster-term which we would like to tame a little by calling it "allround analysis".

Furthermore we think that only such an allround analysis of all aspects and connections of the market linked to each other can lead to a sensible media strategy. This is when it comes to the frequently quoted terms of “reach”, “opportunity of exposure” and “demographic characteristics”.