H.O.T. AGH.O.T. AG translates objectives, audiences, journey and market conditions into a media concept with clear channel roles, touchpoint architecture, budget, reach, frequency and measurement logic. The module can stand alone or form part of an end-to-end media mandate.
It defines where a message should appear, which formats and touchpoints serve which role and how channels work together. It also includes qualitative questions such as environment, context, brand fit and creative compatibility.
Among other things: media objectives, lead-medium and hub logic, channel roles, budget allocation, reach, frequency, contact logic, quality criteria, measurement points, optimization mechanics and reporting structure.
Not as universal target values. Required contact intensity depends on audience, message, market, campaign objective and channel. We derive contact pressure from the strategic task and document the assumptions behind it.
Channels are selected according to function rather than simply availability or price. One channel may build reach, another relevance or activation. The combination across the journey is what matters.
No. Media Strategy is part of operational media consulting. Independent review of a strategy or plan is performed under a separate audit mandate.
We define mandate, scope and responsibilities before the project begins – and clarify whether H.O.T. AG is needed as media consultant or independent audit function.