Geographic and demographic selectivity in advertising media

Abstract

One of the first tasks of the media planner when receiving from the advertiser the indications about an advertising campaign (that is, when working the content of the briefing) is to determine which are the best means to achieve the proposed objectives. This, «choose the means» a little generic, coincides with the first of the classic stage of planning, that is, «selecting the advertising media» to be used in a campaign. It is in this first stage of planning when we have to analyze who we want to reach (target audience of the announced product and, therefore, of the campaign) with all its characteristics: age, socioeconomic status, habit of media consumption, sex or level of studies, habitat ... and also, study the existing media to know if with them we achieve our goals.