Using the guide :

A financial institution is in the process of identifying towns/area where a bond issue can be successful. It needs to minimise marketing costs and hence is trying to focus on a few places.

The Guide offers information directly relevant to this exercise. One information is of course the Market Potential Value (MPV) which straightaway identifies prosperous areas. Importantly the guide also has information on bank deposits for 150 major towns and 411 districts of the Country.

Along with the population figures we can calculate per capita bank deposits and set priorities for collection of funds.

Conclusion :
The Guide has enough information for this exercise. Once the towns and districts have been identified the Media Exposure Index available in the guide will come in handy in evaluating the worth of media plans.

 Who can access the guide ?

The guide is available as a 440 pages, four colour, hardbound book. It has a companion CD. It can be purchased from any office of R K SWAMY/BBDO Advertising Ltd