How KUFSTEIN unlimited Truly Reaches the Masses 

Marketing expert Lisa Hagleitner from Kufstein City Marketing visited the HOK | University of Applied Sciences Kufstein Tirol in May 2026 and introduced the students to the world of media planning. The focus of her presentation was a key question: How can events and products be presented in a way that ensures marketing, media channels, and genuine experience work together seamlessly? She developed her answer not in abstract terms, but step by step using concrete examples from her daily work.

Lisa Hagleitner is part of the team at Standortmarketing Kufstein GmbH, where her responsibilities include press relations, communication, and media planning. Her presentation therefore combined theoretical knowledge with practical experience. This provided the students of the Bachelor's program in Marketing & Communication Management with tangible insights for their own professional development.

The lecture was organized by Stephanie Kogler, PhD, as part of the Advertising & Media Planning course. One key insight ran through the entire presentation: Effective advertising doesn't begin with the question of the channel, but with clear goals and a precise understanding of the target group.

MEDIA PLANNING IS MORE THAN ADVERTISING 

According to Hagleitner, media planning is far more than simply deciding where to place ads. Rather, it answers five fundamental questions: Who, what, when, how, and where does an organization want to reach? The choice of channel is deliberately the last step. It begins with a clearly defined goal and a thorough target group analysis. Instead of thinking in broad categories, the expert advised developing specific personas and describing the target group as precisely as possible. Only once it's clear who a message is intended to reach does the question of the appropriate channel arise.

TARGETED COMBINATION OF THE RIGHT CHANNELS

When choosing media channels, Hagleitner contrasted traditional and digital media. Traditional channels such as posters, print, radio, and flyers score points with high local visibility and credibility, but often defy precise measurement. Digital channels such as social media, newsletters, or a company website allow for precise targeting and rapid analysis, but require a continuous supply of content. The real art, according to the expert, lies in the combination: A well-thought-out media plan interweaves paid, owned, and earned media reach – known in marketing as paid, owned, and earned media. "Media planning means making the right message visible at the right time and in the right place," says Lisa Hagleitner.

FROM PLAN TO EFFECT: MEASURING AND OPTIMIZING

Hagleitner illustrated how a concept becomes a reality using the example of the KUFSTEIN unlimited Festival – western Austria's largest rock and pop festival. She combined budget, timing, and channels into a clear media plan, without losing sight of costs. However, the expert sees the real key in the final step: tracking, performance measurement, and optimization. Only the ongoing evaluation of the results reveals which levers a campaign can be adjusted.

The key takeaway for the aspiring marketing professionals was that effective advertising is the result of a clear strategy – and that a message only achieves its intended effect when the goal, target audience, and channel are perfectly aligned. Lisa Hagleitner's guest lecture, filled with practical examples and immediately applicable tools, provided valuable insights for their future work in marketing and communications.

Links:

• Our new brand - HOK | University of Applied Sciences Kufstein Tirol 
• Marketing & Communication Management | ft