Give it a geo-go
Analysis of marketing and advertising - in a national or city-based framework.
of a likely car buyer, or the average annual spend within a city on electrical goods.
This makes sense for large brands with wide distribution footprints, especially as most media can be planned and bought on a city-by-city basis. If a brand is equally available everywhere,
initiatives. Even large brands, especially when investigating store location, rely on understanding their target market at more granular neighbourhood levels.
The new mapping tool, geoemma, that is now part of emma can add additional geographic insight. For example, how a newspaper might reach 18 percent of the Sydney population but pick up a higher penetration in one suburb and lower penetration in others. This has implications on a media plan. A retailer in the suburb of Rozelle, which has strong penetra - ness of advertising in the paper, while a retailer in a lower-performing area will overestimate the impact.
Understanding the demographics of areas, especially when spending dollars in suburban community newspapers, can make a good marketing campaign great.