COMPANY

The media industry in 1997. A time when globalisation was the hot topic around the world and communication networks focussed on 360 degree solutions. A time when market fragmentation led to the creation of various service providers who invested clients’ budgets without even asking themselves which combination of marketing measures might be the most effective. A time when media planning was threatening to become a mass purchasing endeavour.
It was in such an atmosphere that Michael Jäschke founded the JOM Jäschke Operational Media company as an agency for media marketing, planning and analysis. An agency opposed to the industry practices and current events of the time. An agency with a clear business approach for the German-speaking countries: regionalisation instead of globalisation.
The philosophy of Mr Jäschke is reflected in his decision to combine media and marketing, with the added O for operational, in the company name.
His hypothesis was that investments in marketing would be more effective if the marketing goals, budgets and combination of suitable media and/or communications activities optimally complemented each other. The input factors would be constantly monitored and the recommended activities would, ideally, be optimised during the course of the advertising campaign.
Mr Jäschke’s idea in connection to this was to ascertain to which degree the pre-defined goals could be reached under certain premises before the budget was invested, instead of determining which results were achieved ex post. With an optimal combination of various media and communication channels, the marketing goals of his clients should be achieved, or exceeded without an increase in budget.
From the very beginning, advertising campaigns were measured using databases and tools, making it possible for the campaigns and advertising appeal to not only be monitored but also fine-tuned in real-time. This served to make media and marketing performance apparent.
It is in this manner that JOM is able to optimise its clients’ budgets with specific goals in mind. The approach is effective because it allocates resources with great care. The approach is also business-oriented and brand-oriented. It links national and regional activities, PR with sales and marketing measures, and advertising, including classical media such as TV, radio, consumer magazines and daily newspapers in addition to search engine marketing and display advertising. All combined with new forms of communication: social media/scans, online PR, fan pages, blogs, apps, etc.
The boundaries of classical media channels and communications activities have been surpassed in hundreds of advertising campaigns based on this principle. During the course of his 15-year career, and attendant research work, Mr Jäschke realised that specific combinations of marketing measures were considerably more effective than others.
Improved efficiency is achieved through the intelligent combination of communication channels and savvy media purchasing. When it comes to purchasing media, we don’t play around because purchasing is a key factor. However, media price-cutting wars signalise the end of an era. And future price-cuts will once again be customer-oriented.
At JOM, an experienced team holds media purchasing negotiations under the direction of Mr Jäschke, and we welcome your involvement. While the days of purchasing inexpensive yet effective media are almost over, it has been our experience that "Hybrid Marketing Communication" is, in most cases, greatly beneficial and translates to an increase in effectiveness of two to three percentage points.