ABSTRACT
Geographic planning is a key element in media planning. PRIZM or Spectra data can be mapped to provide a look at regional pockets of strength or weakness for a brand's target market. The brand manager can decide whether to support geography that has a high concentration of customers or to go fishing for new customers. Geography can play a role in business-to-business marketing as well. The difference in business marketing as opposed to consumer marketing is that the decision process can involve more than one market. Brand development index (BDI) tells how strong a market's sales are in relation to its population size. Just like a BDI, a category development index (CDI) is the percentage of category sales compared to the percentage of the population. Online advertising can be purchased on all, including worldwide, geographic levels. There are economies of scale moving from local to national levels of support.
