How to exploit media geography
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.
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 least because they lift the media
selection process out of being a pure numbers game into a much more effective
and persuasive visual arena. They help a planner make a title selection and, all
importantly, they illustrate that selection when the planner explains and
justifies it to a client.