Planning Advertising Campaigns Using Geographic Information Systems

Abstract

The research aims to highlight the role played by geographic information systems applications in the success of advertising campaigns and removing the advertising planning process from random implementation associated with administrative guesswork. The field research sample consisted of outdoor billboards in Muthanna Governorate، southwest of the Republic of Iraq، because they contain problems related to the distribution and extrapolation of the number  The small population compared to the large area of the governorate، and the researcher applied semi logical content analysis in the field of studying billboards، in view of the great development witnessed in the field of advertising and its clear amenability to the semiological approach. The research obtained results، the most important of which is that geographic information systems techniques are the key to preparing successful advertising planning for Al-Muthanna Governorate due to its large area and small population. Outdoor billboards are also the ideal choice for advertising campaigns in Al-Muthanna Governorate due to their low cost. The research provided important recommendations، including:  The advertising plan must identify residential hotspots and know their population numbers for the purpose of preparing the form of distribution of outdoor advertising in the spaces of those hotspots. Organizing the semiology of advertising content depends largely on studying the audience through geographic information systems applications.