Project Description
Increasingly, brand owners are evaluating not only the sheer reach of media, but also their social contribution in terms of sustainability. Sustainability in the sense of responsible use of information. Prof. Dr. Lisa Wolter (IU) and Prof. Dr. Sylvia Chan-Olmsted, University of Florida (College of Journalism & Communications) will support Serviceplan/Mediaplus and Burda as academic partners in the entire process of developing and establishing a sustainable media model. The overall goal of the project is to develop a practical AND scientifically sound model. Questions include:
What concepts/methods/definitions are available in the literature?
Is sustainable media planning preferable to traditional planning strategies (e.g. reach, classic audience reach or CPM logic)?
Does sustainable media lead to more impact for advertising brands (sales vs. branding)?
How is the issue already being addressed platform-specifically? Are there differences between print/TV/digital/social?
What are the approaches and trends in the international market?
January 2022 - January 2025
More Information
Awards for the project
Award for the project publication Sustainability and Brand Communication: Consumer Segment and Media Platform Implications (created in the course of the kick-off study for this project) with the Best Paper Award 2021 of the European Media Management Association (EMMA).
Awards, accreditations and certifications
