Abstract:

This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to marketing. After a general overview on GIS (Geographical Information Systems), their origin and application in the field of geo-marketing, I shall focus on a specific GIS application (Geoplan) studied to solve problems linked to Outdoor, its structure, database and main functions. I shall also describe this application's aims, its potential users, i.e. sellers of outdoor advertising, as well as advertising agencies, media centres and advertisers in a broader sense, and, finally, its advantages for them.