Advertising Campaign Planning

With an advertising campaign budget of $3,000,000 a year Agilent Technologies, were placing ads in large number of technical publications across Europe.

In order to coordinate and manage this process a specialist planning database application was developed.

The database maintains detailed profiles for each target publication, including editorial calendars, costing rates and readership profiles.

A highly sophisticated scheduling facility is based on a hierarchical campaign model.

This database application ensured campaigns:

• came in on budget
• provided a continuous exposure every month
• reached all the target audiences
• eliminated conflicts

throughout the plan period.

Web Reporting

The generated schedules were available via the web, to facilitate co-ordination and dissemination of information across multiple offices and agencies throughout Europe and the US.

Technical Details

This database application was created using Microsoft Foxpro.

Agilent Technologies were a client of Press Office International.

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