Abstract:

This paper is aimed at answering the relevant questions regarding media selection in certain defined target areas. It is a very special paper, dealing with the large number of difficulties occurring when media planning is focused to small regions. The open questions are: o What medium shall be selected to cover the area best? o What are the key figures of the media plan? o What does the plan achieve? o What are the costs? o Can it be done cheaper? All answers will be given through an easy and user-friendly media selection software that combines all necessary data bases such as the geo- demographics, socio-demographics, circulation, density, rates, media hierarchy, coverage and a map.