Individual media: Local media

 

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Paper
1.
The 29% solution - Print's new priority
Dick Porter, The Advertiser, June 2005, pp.78-81
The 29% of Americans who live in `rural' towns and shop in high-volume local superstores are the only remaining growth market and are Wal-Mart's core customers. They are best reached by local print me ...

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Paper
2.
How to exploit media geography
Vanessa Lenton, Admap, January 2004, Issue 446, pp.30-32
Venessa Lenton explains how mapping can be used to plan a local advertising campaign for a specific retailer. Using the Beacon Dodsworth’s JICREG mapping system (a web-based one-stop shop for regiona ...

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Paper
3.
Using Reach/Frequency for Web Media Plannning
Jongpil Hong and John D Leckenby, Journal of Advertising Research, Vol. 38, No. 1, January/February 1998
With the advent of the World Wide Web as a medium for advertisers, the issue arises to the applicability of standard reach and frequency estimation procedures for media schedules. The authors fully di ...

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