How to exploit media geography

Venessa Lenton explains how mapping can be used to plan a local advertising campaign for a specific retailer.

How to exploit media geography

Vanessa LentonStarcom MediaVest

Planning local campaigns for retailers is getting easier and more robust thanks to advances in the past year in the tools available to planners . Media planning for individual retail locations used be a fiddly process, involving the use of several different tools and systems and with a limited ability to visualise the plan as you created it.

Now, the industry-standard systems are becoming more and more integrated, and more and more sophisticated, making for simpler and better planning.

Maps assist with regional press planning in a number of ways. Not...

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