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May 02, 2012

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Public Relations

Perhaps you also need a measurement makeover. Did you determine which placements took place outside NH? A placement in NH is basically of zero value if you want to attract outside visitors. Why don't you go back and recalculate with these deleted.

KDPaine

Dear Public Relations,
It depends upon your goals One of NH Grand's goals is to get people from Boston and Southern New Hapshre to plan vacations in the north country, and go beyond North Conway and Franconia notch. Therefore placements in the Southern Tier of New Hapshire do in fact have value.
The example was used as an illustration of a technique and not meant to be definititve media analysis study. I only used data that was available from NHGrand's web site or in its newsletters. A proper media anlaysis would obviously inlcude a broader media set that was selected based on the goals and specific markets and audiences that were targeted by NH Grand.

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