Patent Publication Number: US-2010114650-A1

Title: Computer-implemented, automated media planning method and system

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is related to U.S. patent application Ser. No. ______, filed on ______ and U.S. patent application Ser. No. ______ filed on ______. Both related applications are incorporated herein by reference in their entirely. 
    
    
     BACKGROUND 
     1. Technical Field 
     One aspect of the present invention relates to a computer-implemented, automated media planning method and system. 
     2. Background Art 
     Media planning is becoming increasingly more sophisticated in today&#39;s information age. Several current proposals for media planning recognize the use of computer-implemented systems to process large amounts of information and to decrease the time necessary for generating a media plan. These computer-implemented systems typically utilize an optimization process to generate media plans. 
     For instance, U.S. Pat. No. 6,286,005 to Cannon discloses a computer-based decision support system for analyzing optimized media advertising plans relating to paid advertising to television viewing audiences. The system includes an advertising optimization mechanism, which makes adjustments, additions and deletions to a base advertising plan that has been conventionally prepared. The advertising optimization mechanism incrementally modifies a base plan or schedule to more closely meet the set of media objectives defined in the conventionally prepared plan, while considering a number of factors, such as historical viewing data, market, program and audience research. The advertising optimization mechanism outputs an optimized plan or schedule for execution. 
     As another example, U.S. Pat. Pub. No. 2003/0229536 applied for by House et al. discloses a media planning and buying system and method. House et al. discloses a process, which is implemented by an intelligent media planning engine, for selecting geographically targeted media. The engine receives a user input of a target geographic region, such as a list of ZIP Codes, an area within a selected radius from a point of interest, or by selecting one or more counties. The engine identifies all newspapers or cable television systems, i.e., media vehicles, with an audience in the selected geographic region. The engine determines and displays the percent target coverage of each media vehicle and the unit pricing for each vehicle. The engine is configured to search for media vehicle alternatives within the targeted geography, and to determine whether a broader geographic coverage might be more efficient than the highly targeted options identified in previous steps of the process. The engine also develops alternatives using the costs for any selected newspapers and/or cable systems. The client selects one or more media alternatives, and the client&#39;s selections are sent to another system for use in developing a media plan. 
     Kantar Media Research, a unit of WPP Group, offers the Compose software and service, which includes functionality to measure the contribution of one or more media channels to meeting the communication needs of a brand or company. The Compose software includes functionality for assessing the relative value of general media types, such as radio, television and print advertising. An included feature is the ranking of different media channels in terms of relative strength in building brand awareness. These rankings may be utilized for generating media plans. 
     SUMMARY 
     In one embodiment, an automated computer system for determining geographically-localized estimated sales data for use in generating media plans is disclosed. The system includes a computer having a central processing unit (CPU) for executing machine instructions and a memory for storing machine instructions that are to be executed by the CPU. The machine instructions when executed by the CPU implement the following functions: receiving sales data from a client for a number of ZIP Codes; performing lifestyle cluster analysis on the sales data of the client for the number of ZIP Codes to obtain lifestyle cluster data for each of the number of ZIP Codes; receiving information for a number of carrier routes for each of the number of ZIP Codes; calculating a lifestyle cluster index for each of the number of ZIP Codes and each of the number of carrier routes based on the lifestyle cluster data for each of the number of ZIP Codes and the information for the number of carrier routes; appending household base counts to each of the number of ZIP Codes and each of the number of carrier routes; calculating actual sales per household for each of the number ZIP Code based on the sales data from the client for the number of ZIP Codes and the household base counts for the number of ZIP Codes; and calculating estimated total sales per household for each of the number of carrier routes based on the actual sales per household for the ZIP Code associated with the carrier route being considered, the lifestyle cluster index for the carrier route being considered, and the lifestyle cluster index for the ZIP Code associated with the carrier route being considered. 
     According to another embodiment, an automated computer system for determining the relative value of a localized geography to a media plan is disclosed. The system includes a computer having a central processing unit (CPU) for executing machine instructions and a memory for storing machine instructions that are to be executed by the CPU. The machine instructions when executed by the CPU implement the following functions: receiving a localized geography and a number of localized geography types; associating one of the localized geography types to the localized geography to obtain an associated localized geography type; receiving a functional relationship related to the associated localized geography type; calculating a geo-score for the localized geography based on the functional relationship; and calculating the relative value of the localized geography based on the geo-score and a household base count for the localized geography. 
     In yet another embodiment, an automated computer system for generating a media buyable unit (MBU) score for use in generating a geographically-localized media plan is disclosed. The system includes a computer having a central processing unit (CPU) for executing machine instructions and a memory for storing machine instructions that are to be executed by the CPU. The machine instructions when executed by the CPU implement the following functions: receiving a geography to be included in a geographically-localized media plan; receiving information relating to a first and second media product available within the geography; receiving an activation score for the first media product based on the information relating to the first and second media products; receiving a household value score indicative of the value of the geography; receiving a sell price for the first media product within the geography; and calculating an MBU score for the first media product based on the activation score, the household value score and the sell price. In this embodiment, the activation score indicates the value of the first media product relative to the second media product. 
     These and other aspects of the present invention will be better understood in view of the attached drawings and following detailed description of the invention. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The accompanying drawings, which are incorporated in and constitute a part of the specification, illustrate one or more embodiments of the present invention. These drawings, together with the general description given above and the detailed description of the one or more embodiments given below, are intended to explain the principles of the invention and do not limit its scope, which is solely determined by its claims. 
         FIG. 1  is an environment, i.e., a computer system, suitable for implementing one or more embodiments; 
         FIG. 2  is a process map including a number of modules for determining a number of media planning recommendations according to one or more embodiments; 
         FIG. 3  is a process map relating to a discovery module according to one or more embodiments; 
         FIG. 4  is an example of a product preference graphical user interface (“GUI”) according to one or more embodiments; 
         FIG. 5  is an example of a product preference detail GUI for direct mail insert packages according to one or more embodiments; 
         FIG. 6  is an example of a product preference detail GUI for newspaper inserts according to one or more embodiments; 
         FIG. 6B  is an example of product preference detail GUIs for ZICs, REDPLUM wraps and solo mail packages according to one or more embodiments; 
         FIG. 7  is an example of a product preference detail GUI for run of press products according to one or more embodiments; 
         FIG. 8  is an example of a product preference detail GUI for cooperative free-standing inserts according to one or more embodiments; 
         FIG. 9  is a process map relating to a targeting module according to one or more embodiments; 
         FIG. 10  is a flowchart depicting the steps for determining geographically localized data according to one or more embodiments; 
         FIG. 11  is a flowchart depicting the steps for determining a geo-score according to one or more embodiments; 
         FIG. 12  is a an example of several different geo-units according to one or more embodiments; 
         FIG. 13  is a process map relating to a media availability (“MAA”) module according to one or more embodiments; 
         FIG. 14  is a flowchart of steps that are executed by an MAA module according to one or more embodiments; 
         FIG. 15  is an example of a flowchart depicting the steps for determining an activation score according to one or more embodiments; 
         FIG. 16  is a process map relating to an optimization module according to one or more embodiments; 
         FIG. 17  depicts a schematic diagram illustrating the use of an optimization algorithm to obtain an optimized media plan according to one or more embodiments; 
         FIGS. 18A and 18B  depict a flowchart for implementing a greedy-type algorithm with an objective function according to one or more embodiments; 
         FIG. 19  depicts a process map relating to an evaluation module according to one or more embodiments; 
         FIGS. 20A and 20B  depict an example of an executive summary report according to one or more embodiments; 
         FIGS. 21A and 21B  depict an example of a product detail comparison report according to one or more embodiments; and 
         FIG. 22  depicts an example of a common geodetail report according to one or more embodiments. 
     
    
    
     DETAILED DESCRIPTION OF EMBODIMENTS OF THE PRESENT INVENTION 
     As required, detailed embodiments of the present invention are disclosed herein. However, it is to be understood that the disclosed embodiments are merely exemplary of an invention that may be embodied in various and alternative forms. Therefore, specific functional details disclosed herein are not to be interpreted as limiting, but merely as a representative basis for the claims and/or as a representative basis for teaching one skilled in the art to variously employ the present invention. 
     The media planning proposals to date fall short of providing an automated computer system for providing geographically-localized, optimized media planning for use by clients in integrated national media planning. U.S. Pat. No. 6,286,005 to Cannon is limited to making adjustments to a base advertising plan that has been conventionally prepared. The advertising plans generated by Cannon relate to paid advertising to television viewing audiences. The plans are not geographically-localized in the sense of one or more embodiments of the present invention, which consider two or more geographically-localized regions of different sizes for the same media product option. U.S. Pat. Pub. No. 2003/0229536 applied for by House discloses an intelligent media planning engine for selecting geographically targeted media. The engine selects available media vehicles that satisfy the client&#39;s targeting input. The available media vehicles are presented to the user for development of the media plan. The intelligent media planning engine of House does not automatically generate a geographically-localized, optimized media plan based on the available media vehicles, the client input and other information, as provided by one or more embodiments of the present invention. The Compose software is limited to functionality for assessing the relative value of general media types. One or more embodiments of the present invention are related to determining the relative value of specific geographic units of media product option units, and using the relative values to generate geographically-localized, optimized media plans. In light of the foregoing, one or more embodiments of the present invention address one or more of the shortcomings of the prior proposals by providing clients geographically-localized, optimized media plans as set forth herein. 
     I. System Overview 
     In one or more embodiments of the present invention, a computer-implemented, automated media planning method and system is disclosed. In one embodiment, an automated computer system for generating a geographically-localized media plan including a number of selected media buyable units (MBUs) is provided. The system implements the following functions: receiving client-defined information and a number of business rules; receiving a number of MBUs each having a relative value and including a first and second MBU associated with a first media product option and a third and fourth MBU associated with a second media product option; applying an optimization algorithm to the client-defined information, the number of business rules and the number of MBU relative values to obtain a number of selected MBUs included in a geographically-localized media plan; and outputting the geographically-localized media plan for use by a client in media planning. The first MBU associated with a first geography. The second MBU is associated with a second geography and the first geography, with the first geography being larger than the second geography and the first geography substantially covering the second geography. 
     One apparatus embodiment for implementing one or more embodiments of the present invention is illustrated in  FIG. 1 . It should be readily understood by those of skill in the art that the apparatus may vary significantly from the example shown, based on the rapid advances in technology that are ongoing in this field. The example shows an embodiment including a computer system using a networked client-server database system architecture with a number of computer nodes or computer workstations. Computer workstation nodes would be very similarly configured. In addition to the server and workstation nodes, system nodes also may include output devices. 
     According to  FIG. 1 , computer system  100  includes processor  112 , display  114 , user input device  116 , communication line  118 , output device  119  and network  120 . 
     Processor  112  includes volatile memory  122 , non-volatile memory  124  and central processing unit (CPU)  126 . Non-limiting examples of non-volatile memory include hard drives, floppy drives, CD and DVD drives, and flash memory, whether internal, external, or removable. Volatile memory  122  and/or non-volatile memory  124  can be configured to store machine instructions and data relating to media planning. CPU  126  can be configured to execute machine instructions to implement functions of the present invention, for example, receiving data, computing results based on the received data, and formatting received data and computed results for display. For example, the machine instruction can implement one or more steps of any system and method for determining a media plan as disclosed. 
     A user can use display  114  of processor  112  to view and/or edit data and results according to one or more methods disclosed herein. A non-limiting example display  114  is a color display, e.g., a liquid crystal display (LCD) monitor or cathode ray tube (CRT) monitor. 
     The user input device  116  can be utilized by a user to input instructions to be received by processor  112 . The instructions can be instructions for viewing and editing data and results related to the methods disclosed herein. The user input device  116  can be a keyboard having a number of input keys, a mouse having one or more mouse buttons, a touch pad or a trackball or combinations thereof. 
     Processor  112  can be configured to be interconnected to network  120 , through communication line  118 , for example, a local area network (LAN) or wide area network (WAN), through a variety of interfaces, including, but not limited to dial-in connections, cable modems, high-speed lines and hybrids thereof. The network  120  can be configured to link computer system  100  with other computer systems, such as computer system  128 , including database  130 . Firewalls can be connected in the communication path to protect certain parts of the network from hostile and/or unauthorized use. 
     Processor  112  can support TCP/IP protocol, which has input and access capabilities via two-way communication lines  118 . The communication lines can be an intranet-adaptable communication line, for example, a dedicated line, a satellite link, an Ethernet link, a public telephone network a private telephone network, and hybrids thereof. The communication lines can also be intranet-adaptable, intranet-accessible and/or internet accessible. Examples of suitable communication lines include, but are not limited to, public telephone networks, public cable networks and hybrids thereof. 
     II. Module Overview 
       FIG. 2  depicts a process map  200  including a number of modules for determining a number of media planning recommendations according to one or more embodiments of the present invention. Process map  200  may be implemented using computer system  100  of  FIG. 1 . 
     The process map  200  starts at discovery module  202 . In one or more embodiments, discovery module  202  transmits one or more requests for client information sufficient to define a client&#39;s request for media planning recommendations. Discovery module  202  may transmit a request for at least a portion of this information to pre-processing module  204 . Pre-processing module  204  transmits data and information from discovery module  202  in response to the request transmitted from discovery module  202 . 
     The data and information captured by the discovery module  202  is transmitted to and stored into data repository  205 , for use by targeting module  206 . It should be appreciated that various forms of data repositories can be utilized as data repository  205 . Non-limiting examples include a single database, a combination of a number of databases, a file a number of files, or any combination thereof. 
     In one or more embodiments, targeting module  206  determines client-targeted geography in the form of marketing and/or targeting footprints based on client audience information captured by the discovery module  202 . In one or more embodiments, targeting module  206  scores the client-targeted geography to obtain scored client-targeted geography. 
     The data and information generated by targeting module  206  is transmitted to and stored into data repository  205 , for use by media availability assessment (MAA) module  208 . In one or more embodiments, MAA module  208  determines a number of media products consistent with a number of client objectives, a number of client preferences, and a number of date and other requirements. In one more embodiments, the number of media products are indexed based on a number of business rules. MAA module  208  may transmit a request for pricing information relating to one or more of the number of media products to pricing module  210 . Pricing module  210  transmits data and information to MAA module  208  in response to the request transmitted from MAA module  208 . The pricing module receives media inventory information and media pricing information from data repository  205 . 
     The data and information generated by MAA module  208  is transmitted to and stored into data repository  205 , for use by optimization module  212 . In one or more embodiments, optimization module  212  determines a number of media planning recommendations for a number of scenarios based on media buyable unit scores, client information and business rules through application of an optimization algorithm. 
     The data and information generated by optimization module  212  is transmitted to and stored into data repository  205 , for use by evaluation module  214 . In one or more embodiments, evaluation module  214  generates one or more reports and one or more maps based on the data and information generated by optimization module  212 . The one or more reports and one or more maps are output as media planning recommendations, as depicted by block  216 . 
     III. Discovery and Pre-Processing Modules 
       FIG. 3  depicts a process map  300  relating to discovery module  202  according to one or more embodiments of the present invention. Discovery module  202  receives client data and information from various sources. For example, discovery module  202  may receive client data and information from data repository  205 . Such client data and information may include client contact information and sales associate information. 
     Other client data and information that may be received by discovery module  202  from data repository  205  includes, but is not limited to, team information, request information, client information, agency information, industry information, promotional period, contact information, promotion objective, project description, consumer purchasing frequency, promotion reinforcement, promotion budget, annual frequency, product preferences, allocation percentages, if any, and exclusions, audience definition, market definition, store/site list, trade area definition, inclusions, competitor information and deliverables. Non-limiting examples of team information include sales associate, requester and targeter. Non-limiting examples of request information include request due date, client due date and request title. Agency information may include name, customer number and address of an existing agency. 
     In one or more embodiments, pre-processing module  204  includes functionality to request and obtain information and data relating to product specific client preferences and exclusions, product selections and target audience information. Product specific client preferences include, but are not limited to, product type, product size, frequency, advertisement content, circulation types, rate overrides, page counts and print information. In one or more embodiments, this information and data is stored into data repository  205 . 
     In one or more embodiments, the pre-processing module  204  is configured to review a client&#39;s request for media planning recommendations so that the client&#39;s request is understood and well defined. The reviewing activities may include reviewing promotion objectives, product preferences, target audiences, trade area definition and output requirements. Further, the pre-processing module  204  may be configured to format data and information received by pre-processing module  204  into appropriate and acceptable formats for downstream processing by other modules included in process map  200 . Such formatting may include cleansing client-supplied data files, geocoding, e.g., adding latitude and longitude coordinates to site files, and formatting and loading budget allocations by store and/or market and media exclusions. The pre-processing module  204  may also be configured to verify target audiences by identifying superior predictive variables, and verifying trade area definition. The data and information output from the pre-processing module  204  is transmitted to and received by the targeting module  206 . 
     Discovery module  202  is configured to process received client information and data to generate discovery data and information. Received client data and information may include promotional objective information, audience information and media options, as generally depicted by arrow  310 . Discovery data and information may include client information, event information, related parties information, preferred products information, and comments information, as generally depicted by arrow  308 . Discovery module  202  is configured to transmit the discovery data and information to data repository  205 , which is configured to store the discovery data and information in data repository  205 . 
     Discovery module  202  is configured to receive client media preference information. In one embodiment, a number of graphical user interfaces (GUIs) is utilized to obtain the client media preference information. The client media preference information includes one or more media products selected by the client from a number of media products for consideration in one or more recommended media plans produced by optimization module  212 . The client media preference information may also include one or more media products specifically excluded from consideration in any of the recommended media plans produced by optimization module  212 . The client media preference information may also include client preferences between alternative media products. For example, a client may express a preference for a major audited daily newspaper over major daily newspapers that are not audited. Further, the client may express a preference for considering local community papers. 
     In one or more embodiments, the number of media products may be separated into a number of different media channels, such as newspapers and direct mail, which are but two examples of media channels contemplated by the present invention. Non-limiting examples of other media channels include, without limitation, radio advertising, television advertising, in-store advertising, outdoor billboards, magazine advertising and toll free numbers. A number of specific media products within each media channel may be identified and considered for inclusion in a recommended media plan according to one or more embodiments. 
     In certain embodiments, the number of specific media products may be separated into a number of tiers. For example, two tiers may be defined as a base tier and an advanced tier. The base tier may include products that are always considered by the optimization module  212 . The advanced tier may include media products that are considered by the optimization module  212  upon client request. 
     In one embodiment, base tier media products may include solo mail packages, direct mail inserts, newspaper inserts, zoned insert cards (“ZICs”), REDPLUM wraps, run of press (“ROP”) and cooperative free standing inserts. In one or more embodiments, a solo mail package refers to printed media carrying postage, such as an envelope containing printed media and carrying postage, or a postcard. In one or more embodiments, a direct mail insert refers toone or more pieces of printed media inserted into a mail package whose postage is shared. In one or more embodiments, a newspaper insert refers to one or more pieces of printed media inserted into a newspaper. In one or more embodiments, a ZIC refers to a postcard shaped insert including a marketing and/or informational message. In one or more embodiments, a REDPLUM wrap refers to a wrapthat contains advertisements from a number of advertisers who cooperatively share the space and cost of the wrap package. In one or more embodiments, a ROP refers to advertising within the body of a printed newspaper. In one or more embodiments, a cooperative free standing insert refers to an insert package that contains advertisements from a number of advertisers who cooperatively share the space and cost of the insert package. 
     In one embodiment, advanced tier media products may include Newspac® advertisements, polybag advertisements, direct-to-door advertisements, in-store advertisements, selective insertion advertisements, solo direct advertisement and eMarketing. In one or more embodiments, a Newspac® advertisement refers to a single-advertiser, multi-page brochure containing a removable flat-pack sample, which is bundled into the insert section of a newspaper. In one or more embodiments, a polybag advertisement is a plastic bag for carrying a newspaper in which the outer surface of the plastic bag includes an advertising message, and optionally, a pouch for product samples and/or a coupon. In one or more embodiments, a direct-to-door advertisement is a sampling or product advertising placed directly at a consumer&#39;s residence. In the case of a sampling, the sample may be contained in a door hang bag or box. In the case of product advertising, the direct-to-door advertisement may be in the form of a door hang card. In one or more embodiments, an in-store advertisement may include one or more of the following advertising programs: Moms Matter affinity program, Insignia POPSigns® signs and REDPLUM PERIMETER advertisements. Moms Matter® affinity program is a national co-operative program that utilizes an in-store welcome package containing useful coupons, product samples and/or literature that is distributed to mothers. Insignia POPSigns® signs are full-color signs tat combine consumer packaged goods product manufacturers information with retailers&#39; logos and pricing information to produce a powerful shelf-edge “call to action” sign. REDPLUM PERIMETER advertisements may refer to pre-sale advertisements that provide relevant offers to consumers, driving traffic, sales and profits in the perimeter and throughout the retail stores. In one or more embodiments, REDPLUM PERIMETER advertisements include pre-printed coupons distributed through weighing scales and/or on-demand printed coupons distributed through weighing scales. In one or more embodiments, a solo direct advertisement refers to a printed advertisement, such as a postcard, letter or brochure delivered as a single piece of mail via the United States Post Office and bearing an individual address. In one or more embodiments, eMarketing refers to banner advertisement design, targeting, placement and reporting and/or e-mail marketing programs. 
     Discovery module  202  is configured to receive client constraint information. In one embodiment, a number of graphical user interfaces (GUIs) is utilized to obtain the client constraint information. The client constraint information may include client budget constraint information, such as (1) cannot spend more than total client budget; (2) must satisfy market allocations; and (3) must satisfy store allocations, if at all possible. The client constraint information may also include required geo-units such as home geo-units and other geounits. The client constraint information may also include minimum volumes for a newspaper or edition, newspaper groups for ROP, limitations on saturation products, avoidance of total penetration beyond a certain percentage for any given geo-unit, and avoidance of total newspaper penetration beyond a certain percentage for any given geo-unit. 
     Discovery module  202  is also configured to receive client objective information for a media plan. In one embodiment, the client objective is selected from a number of client objectives, including conversion, retention, awareness, acquisition, frequency or ticket. These client objectives are defined below in the targeting module section. 
     Discovery module  202  is also configured to receive data relating to a two dimensional matrix of the client objectives and industry categories as identified below. The two dimensional matrix is defined below in the targeting module section. 
       FIG. 4  is an example of GUI  400  for obtaining data and information relating to a client&#39;s product preferences according to one embodiment. As depicted in  FIG. 4 , all of the tier one products are displayed, however, it should be understood that any number of media product options may be displayed through a product preferences GUI. 
     GUI  400  includes a check box  402  situated to the far left of each media product option, and an allocation input field  404  situated to the intermediate left of each media product option. By selecting the check box  402 , the corresponding media option is considered as part of the client preference and flexed client preference media scenarios during the execution of the optimization module  212 . The allocation input field  404  is activated upon selecting the check box. An allocation percentage is input into the allocation input field. The sum of the allocation percentages is equal to 100%. The check box  406  to the immediate left indicates which media products will be considered for the full portfolio scenario. By default all products will be selected. To exclude a product from optimization module consideration, that product is deselected by unchecking a  406  check box. 
     Upon selecting a check box  402  for one of the media product options, a product preference detail GUI is dynamically and automatically displayed adjacent to the product preference GUI  400 . The product preference detail GUIs prompt and obtain data and information utilized by other modules of computer system  200 . The product preference detail GUIs are utilized to obtain a number of attributes relating to one or more specific media product option. In one or more embodiments, such data and information is stored to data repository  205 . 
       FIG. 5  is an example of a product preference detail GUI  500  for direct mail insert packages according to one embodiment. GUI  500  includes turnkey radio buttons  502  and  504 . Turnkey entries are activated and non-turnkey entries are deactivated upon selecting radio button  502 . One turnkey entry is turnkey product dropdown menu  506 . In one embodiment, dropdown menu  506  includes “The Premium Postcard” and “The Promo Reply Card” as the turnkey product possible selections. Non-turnkey entries are activated and turnkey entries are deactivated upon selecting radio button  504 . In one embodiment, the non-turnkey entries include page count, finished advertisement size, client supplied insert (“CSI”) type, paper preference, paper thickness and print rate. According to  FIG. 5 , GUI  500  includes yes and no radio buttons  508  and  510  for the Allied National Network Extension (“A.N.N.E.”) market inclusion. In one embodiment, the A.N.N.E. market inclusion is obtained for turnkey and non-turnkey products. A.N.N.E. refers to an association of local and regional shared mail services to rural areas. In one or more embodiments, a CSI refers to an advertising piece that the client prints and delivers for insertion into a direct mail package and/or newspaper. 
       FIG. 6  is an example of a product preference detail GUI  600  for newspaper inserts according to one embodiment. GUI  600  includes entry mechanisms for selecting delivery preference  602 , circulation type  604 , audited flag  606 , newspaper audience preference  608 , page count  610 , finished advertisement size  612 , advertisement inclusion flag  614 , paper preference  616  (which may include page positions), print rate  618 , historical pricing  620 , margin tier  622  and annual frequency  624  for the number of client events that will utilize the media product option. In one or more embodiments, the advertisement inclusion flag  614  refers to whether the advertisement in question includes any addresses and phones, retailer tie-in, multiple retailer logos, dealer listings, and/or private labels. If the advertisement includes any of these items, then the insert rate charged by a newspaper may be affected. In one or more embodiments, the inclusion of 800 numbers does not impact the insert rate charged. The selection of the click box for historical pricing  620  sets a flag so that historical pricing is by-passed when calculating client rates. 
     In one or more embodiments, the product preference detail GUI  630  of  FIG. 6B  for ZICs may include a size drop down box  632 . The dropdown box may include “Junior,” “Standard, Non-Coated,” and “Standard, Coated.” 
     In one or more embodiments, the product preference detail GUI  634  of  FIG. 6B  for REDPLUM wrap includes dropdown boxes for first, second and third choices  636 ,  638  and  640  for advertisement placement. Each of the dropdown boxes may include the following selectable values: “Front Cover,” “Back Cover,” and “Inside Page.” The GUI may also include radio buttons  642  and  644  to indicate whether the client prefers an option that is closer to the preferred date or preferred page position, should preferred page not be available on the preferred date. 
       FIG. 6B  is an example of a product preference GUI  646  for solo mail packages according to one embodiment. GUI  646  includes turnkey radio buttons  648  and  650 . Turnkey entries are activated and non-turnkey entries are deactivated upon selecting radio button  648 . One turnkey entry is the turnkey product dropdown menu. In one embodiment, the dropdown menu includes “The Premium Postcard” and “The Promo Reply Card” as the turnkey product possible selections. GUI  646  also includes a delivery unit dropdown menu. In one embodiment, the delivery unit possible selections are “Destination Delivery Unit”, “Destination Sectional Center Facility”, and “Destination Bulk Mail Center”. Non-turnkey entries are activated and turnkey entries are deactivated upon selecting radio button  650 . In one embodiment, the non-turnkey entries include page count, finished advertisement size, client supplied insert (“CSI”) type, paper preference, paper thickness and print rate. GUI  646  also includes delivery unit drop down box  652  to select the delivery unit. 
       FIG. 7  is an example of a product preference detail GUI  700  for ROP according to one embodiment. GUI  700  includes entry mechanisms for selecting circulation type  702 , audited flag  704 , newspaper audience preference  706 , advertisement size  708 , advertisement inclusion flag  710 , color preference  712  and annual frequency  714  of the number of client events that will utilize the media product option. In one or more embodiments, the advertisement inclusion flag  710  refers to whether the advertisement in question includes any addresses and phones, retailer tie-ins, multiple retailer logos, dealer listings, and/or private labels. In one or more embodiments, the inclusion of 800 numbers does not impact the insert rate charged. If the advertisement includes any of these items, then the insert rate charged by a newspaper may be affected. 
       FIG. 8  is an example of a GUI  800  for cooperative free standing inserts according to one embodiment. GUI  800  includes entry mechanisms for selecting FSI type  802 , authorized contract rate  804 , advertisement inclusion flag  806 , page position  808 , page size  810  and annual frequency  812  of the number of client events that will utilize the media product option. In one or more embodiments, the advertisement inclusion flag  806  refers to whether the advertisement in question includes any addresses and phones, retailer tie-in, multiple retailer logos, dealer listings, and/or private labels. In one or more embodiments, the inclusion of 800 numbers does not impact the insert rate charged. If the advertisement includes any of these items, then the insert rate charged by a newspaper may be affected. 
     IV. Targeting Module 
       FIG. 9  depicts a process map  900  relating to targeting module  206  according to one or more embodiments of the present invention. Targeting module  206  receives data and information from data repository  205 . For example, targeting module  206  receives discovery data and information, including geography data, as depicted by arrow  901 , from data repository  205 . Targeting module  206  may also receive client supplied data and files as depicted by arrow  902 , from data repository  205 . Targeting module  206  may also receive data and information relating to cartographics, demographics and store lists, as depicted by arrow  904 , from data repository  205 . Targeting module  206  receives data and information relating to cartographics, demographics, defined geographies, defined audiences, client information, client data and map and reporting data, as depicted by arrow  908 , from data repository  205 . Targeting module  206  is configured to transmit scored geographies data and information to data repository  205 . 
     Targeting module  206  is configured to process received data and information to generate geographically localized data and information.  FIG. 10  represents a flowchart  1000  depicting the steps for determining geographically localized data according to one or more embodiments of the present invention. It should be appreciated that the steps of flowchart  1000  can be modified, rearranged, and/or omitted according to the specific implementation of the present invention, and any step can be carried out by a user, a computer or in combination according to the particular implementation of the present invention. 
     Step  1002  is directed at receiving client sales by ZIP Code or the number of customers of a client by ZIP Code. The client may supply either sales or customers by ZIP Code. The ZIP Code data and information may be arranged and supplied in the form of a client ZIP Code file having a number of ZIP Code entries. 
     Step  1004  is directed at matching the client ZIP Code file with a ZIP Code master file. If a ZIP Code in the client ZIP Code file does not match with a ZIP Code in the ZIP Code master file, then such ZIP Code may be dropped from the client ZIP Code file after further investigation. The matching step generates a matched client ZIP Code file, which is used in later steps of the process of determining geographically localized data. 
     Step  1006  is directed at performing lifestyle cluster analysis to obtain lifestyle cluster data for each ZIP Code in the matched client ZIP Code file. According to one embodiment, the PRIZM NE  data available from Claritas Inc. of San Diego, Calif. is utilized to perform the lifestyle cluster analysis. The lifestyle cluster data may be representative of the characteristics and presence of a client&#39;s customers within a geographically localized area. 
     The following table gives an example of lifestyle cluster data for a specific ZIP Code. It should be appreciated that such data can also be generated for geographically localized areas, such as carrier routes. 
     
       
         
           
               
               
               
               
               
               
               
               
             
               
                 TABLE 1 
               
               
                   
               
               
                 Cluster 
                   
                   
                   
                   
                   
                   
                   
               
               
                 Number 
                 Cluster Name 
                 A 
                 B 
                 C 
                 D 
                 E 
                 F 
               
               
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
               
               
               
            
               
                 01 
                 Established 
                 302 
                 2,045 
                 14.77 
                 0.26 
                 0.16 
                 159 
               
               
                   
                 Elite 
               
               
                 02 
                 Influential 
                 0 
                 0 
                 0 
                 0 
                 0 
                 0 
               
               
                   
                 Elders 
               
               
                 03 
                 Affluent Asian 
                 0 
                 0 
                 0 
                 0 
                 0 
                 0 
               
               
                   
                 Families 
               
               
                 04 
                 Town Elite 
                 1,839 
                 14,772 
                 12.45 
                 1.56 
                 1.16 
                 134 
               
               
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
               
               
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
               
               
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
                 . 
               
               
                   
                 Total 
                 G 
                 H 
               
               
                   
               
            
           
         
       
     
     The dotted rows represent that several other clusters are typically considered during this step in the analysis. Non-limiting examples of other clusters include Wealthy Singles, City Slickers, Country Grandparents and Ethnic Success. 
     In table 1, A represents the number of customers in each cluster. B represents the total number of cluster households in the entire market, and is otherwise referred to as the market quantity. In one or more embodiments, the entire market is defined as those geographically localized areas that include one or more client customers. C represents the number of customers divided by the market quantity, i.e., C=A/B×100. D means the percentage each cluster represents of the total customer data, i.e., D=A/G. E means the percentage each cluster represents of the entire market, i.e, E=B/H. H is defined as the total number of cluster households in all clusters of the entire market. F represents an index. The index determination includes the following steps: summing all the customers in each cluster, determining the percentage that each cluster represents of the entire customer data file, and determining the percentage each cluster represents of the total market. The determined percentages are used to determine the index for each cluster, i.e., F=D/E×100. 
     Step  1008  is directed at inputting ZIP Code and carrier route lifestyle cluster data based on the performed lifestyle cluster analysis. 
     Step  1010  is directed at calculating ZIP Code and carrier route lifestyle cluster indexes based on the lifestyle cluster data and the matched client ZIP Code file. The lifestyle cluster indexes measures the percentage of households in each cluster in the geo-unit against the index from the lifestyle analysis. 
     Step  1012  is directed at appending household base counts to ZIP Codes and carrier routes. 
     Step  1014  is directed at calculating the ZIP Code sales per household based on the matched client ZIP Code file and household base counts for each ZIP Code in the matched client ZIP Code file. Base counts refer to the number of households in a ZIP Code. Base counts may vary over a date range that may be specified for a media plan. In such case, the highest base count for the specified date range may be used. In one or more embodiments, the base counts are updated weekly. The sales per household is determined for each ZIP Code in the matched client zip file based on the sales data in the zip file divided by the base count for the applicable ZIP Code. 
     Step  1016  is directed at calculating estimated sales per household and estimated total sales for each carrier route. In one or more embodiments, the estimated sales per household for each carrier route is determined by multiplying the ZIP Code sales per household times the lifestyle cluster index of the carrier route, wherein the resulting value is divided by the lifestyle cluster index for the ZIP Code containing the carrier route. In one or more embodiments, the estimated total sales for each carrier code is determined by multiplying the estimated sales per household for the carrier code by the base count for the carrier code. 
     Table 2 depicts an example for calculating the estimated sales per household and estimated total sales for a number of carrier routes according to one or more embodiments. 
     
       
         
           
               
               
               
               
               
               
               
               
             
               
                 TABLE 2 
               
               
                   
               
               
                 Carrier 
                 ZIP 
                   
                   
                   
                   
                   
                   
               
               
                 Code 
                 Code 
                 A 
                 B 
                 C 
                 D 
                 E 
                 F 
               
               
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
               
               
               
            
               
                 01013C006 
                 01013 
                 $155.66 
                 465 
                 $0.33 
                 118.56 
                 118.89 
                 $0.34 
               
               
                 01013C007 
                 01013 
                 $126.49 
                 373 
                 $0.34 
                 120.11 
                 118.89 
                 $0.34 
               
               
                 01013C008 
                 01013 
                 $151.30 
                 452 
                 $0.33 
                 118.56 
                 118.89 
                 $0.34 
               
               
                 01013C009 
                 01013 
                 $197.50 
                 590 
                 $0.33 
                 118.56 
                 118.89 
                 $0.34 
               
               
                 01013C010 
                 01013 
                 $96.12 
                 320 
                 $0.30 
                 106.39 
                 118.89 
                 $0.34 
               
               
                 01013C011 
                 01013 
                 $189.37 
                 566 
                 $0.33 
                 118.50 
                 118.89 
                 $0.34 
               
               
                 01013C021 
                 01013 
                 $146.50 
                 432 
                 $0.34 
                 120.11 
                 118.89 
                 $0.34 
               
               
                 01013C053 
                 01013 
                 $163.80 
                 483 
                 $0.34 
                 120.11 
                 118.89 
                 $0.34 
               
               
                 01013C056 
                 01013 
                 $112.47 
                 336 
                 $0.33 
                 118.56 
                 118.89 
                 $0.34 
               
               
                 01020C020 
                 01020 
                 $81.24 
                 297 
                 $0.27 
                 120.11 
                 118.22 
                 $0.27 
               
               
                 01020C022 
                 01020 
                 $100.43 
                 408 
                 $0.25 
                 108.09 
                 118.22 
                 $0.27 
               
               
                 01020C023 
                 01020 
                 $110.78 
                 405 
                 $0.27 
                 120.11 
                 118.22 
                 $0.27 
               
               
                 01020C024 
                 01020 
                 $102.30 
                 374 
                 $0.27 
                 120.11 
                 118.22 
                 $0.27 
               
               
                 01020C025 
                 01020 
                 $106.13 
                 388 
                 $0.27 
                 120.11 
                 118.22 
                 $0.27 
               
               
                   
               
            
           
         
       
     
     In the table 2, B refers to the household base count on a carrier route level. D refers to the lifestyle cluster index of each carrier route. E refers to the lifestyle cluster index of each ZIP Code. F refers to ZIP Code sales per household. C refers to the carrier route sales per household, determined by the zip sales per household (F) times the lifestyle cluster index of each carrier route (D) divided by the lifestyle cluster index of each ZIP Code (E). A refers to carrier route estimated sales, determined by carrier route sales per household (C) times base household count on a carrier route level (B). Thus, column A represents the estimated sales on a carrier route level. 
     Targeting module  206  is also configured to determine geo-scores.  FIG. 11  represents a flowchart  1100  depicting the steps for determining a geo-score according to one or more embodiments of the present invention. It should be appreciated that the steps of flowchart  1100  can be modified, rearranged, and/or omitted according to the specific implementation of the present invention, and any step can be carried out by a user, a computer or in combination according to the particular implementation of the present invention. 
     Step  1102  is directed at determining a geo-unit, which is a unit of geography. Non-limiting examples of geo-units include carrier routes, advertising targeting zones (“ATZs”) and ZIP Codes. In one or more embodiments, an ATZ is a number of carrier codes within a single ZIP Code. In one or more embodiments, the analytical platform for determining ATZs is a cluster analysis applied to all carrier routes within a ZIP Code to optimize the configuration of the carrier routes into clusters while satisfying three constraints. The three constraints are size, shape and a number of socio-demographic dimensions. The size goal is approximately 3500 households per ATZ. The shape goal is to maximize the number of coterminous touch points at the turns of a shape of the outside boundary of adjacent ATZs such that the creation of strings is avoided or minimized. A non-limiting example of a string is the lake front on Lake Shore Drive in Chicago, Ill., which could yield an ATZ that is one carrier route wide by thirty blocks long. In one embodiment, the number of socio-demographic dimensions includes four socio-demographic dimensions of age, income, household size and ethnicity. The goal is for households within an ATZ to share similar characteristics that can serve to differentiate one ATZ from another. As such, the ATZ may be marketed differently than a ZIP Code would be as a whole. 
       FIG. 12  depicts an example of different geo-units, such as, ZIP Codes and ATZs. The region bounded by the thick line and identified as 10573 is an example of a ZIP Code. The regions identified as B1, C1, D1 and F1 are examples of ATZs. It should be appreciated that each ATZ in this example is made up of a number of carrier routes. 
     Turning back to  FIG. 11 , Step  1104  is directed at calculating a geo-score based on a geo-unit. According to one embodiment, a number of geo-unit types are identified and then the specific geo-unit is matched with the most appropriate geo-unit type. In one or more embodiments, this matching is based on availability of data and which data prove most predictive. Non-limiting examples of data that may be available include PRIZM NE  variables from Claritas Inc. of San Diego, Calif.; demographic/census data; and newspaper variable data. The most appropriate geo-unit type correlates to a function for calculating the geo-score. The following table identifies the correlation across rows of the table according to one embodiment. 
     
       
         
           
               
               
               
             
               
                 TABLE 3 
               
               
                   
               
               
                 Type 
                 Description 
                 Function 
               
               
                   
               
             
            
               
                 A 1   
                 In or out of trade 
                 In/Out 
               
               
                   
                 area 
               
               
                 A 2   
                 Distance from a site 
                 Distance Scaling Factor 
               
               
                 B 1   
                 Demographic 
                 Composite Demographic Index 
               
               
                   
                 characteristics 
               
               
                 B 2   
                 Demographics and 
                 (Composite Demographic Index) * (Distance 
               
               
                   
                 distance 
                 Scaling Factor) 
               
               
                 C 
                 Sales 
                 Average Sales per Household 
               
               
                 D 
                 Customer behavior 
                 Index Value of Behavioral Variable 
               
               
                 E 
                 Historical data of 
                 Index Value Of Response 
               
               
                   
                 media promotion 
               
               
                   
                 responses 
               
               
                 α 
                 Custom 
                 Custom Function 
               
               
                   
               
            
           
         
       
     
     In one or more embodiments, the function associated with type A 1  is value=1 if within the applicable trade area, or value=0 if outside the applicable trade area. In one or more embodiments, the Distance Scaling Factor associated with type A 2  is value=d i , where d is a distance measure in either miles or minutes of drive time from site i. In one or more embodiments, the Composite Demographic Index associated with type B 1  is represented by the following equation: 
       value=( v   1   w   1   +v   2   w   2   + . . . +v   n   w   n )   (1) 
     In equation 1, v j  is the value of variable j. w j  is the weight of variable j. Each w j  is required to be a whole number and the following equation must also be satisfied: 
     
       
         
           
             
               
                 
                   
                     
                       ∑ 
                       
                         j 
                         = 
                         1 
                       
                       n 
                     
                      
                     
                       w 
                       j 
                     
                   
                   = 
                   100 
                 
               
               
                 
                   ( 
                   2 
                   ) 
                 
               
             
           
         
       
     
     In one or more embodiments, the function associated with type B 2  is the multiplicative of the above-identified Composite Demographic Index and Distance Scaling Factor. In one or more embodiments, the Average Sales per Household associated with type C is value=s i /h i , where s i  equals sales and hi equals the number of households. In one or more embodiments, the Index Value of Behavioral Variable associated with type D is a variation of the type B 1  functional relationship identified above. The value of type B 1  is transformed so that the μ=100 and 10 points on a scale represents a 10% increase in propensity. For example, a score of 130 indicates that the group represented by the score is 30% more likely than average to demonstrate a behavior, such as shopping for a particular brand. In one or more embodiments, a score between 80 and 120 are considered insignificantly different from average. In one or more embodiments, the Index Value of Response associated with type E is a form of the Index Value of Behavioral Variable as identified above. 
     In one or more embodiments, the Composite Demographic Index refers to a number that combines unlike targeting variables. The Composite Demographic Index may be determined using the Crossbow Web software product available from Crossbow Media Inc. of Rye, N.Y. The Composite Demographic Index is further described through the following example. A pizza client may know that their customers have the following demographics: households with children and income of $40,000+. It may also be important to factor in the variable that measures an individual&#39;s potential to go to fast food pizza places. A weight is applied to each variable, i.e., children, income and potential, such that the sum of the weights is 100. 
     Non-limiting examples of sites include stores, restaurants, cell phone areas and home addresses. Non-limiting examples of customer behavior variable sets include consumer buying power, CREST, MRI and Scarborough. Variables in the consumer buying power variable set include spending power, jewelry and food away from home. The CREST variable set includes consumer purchase data of commercially prepared foods. The MRI variable set includes consumer behavior survey data, such as crafts, gardening, dog ownership and sports watching. The MRI variable set is available from Media Research, Inc. of New York, N.Y. The Scarborough variable set includes media and product usage survey data. 
     In one or more embodiments, a custom function can be selected under Type a using one or more of the above-identified types. 
     V. MAA Module 
       FIG. 13  depicts a process map  1300  relating to MAA module  208  according to one or more embodiments of the present invention. MAA module  208  receives data and information from various sources. For example, MAA module  208  may receive data and information, such as discovery data and information, output from the discovery module  202  and data and information, such as geographically localized data and HVSs, output from the targeting module  206 , as generally depicted by arrow  1302 . Other data and information may be received by the MAA module  208 , such as data and information relating to media products and their availability. Such data and information may reside on a media inventory within data repository  205 . 
     MAA module  208  may receive media product pricing data and information from pricing module  210 . Such media product pricing data and information may reside on an HB media computer system or an ERP computer system, which may be part of data repository  205 . MAA module  208  is configured to transmit data and information relating to selected media options and selected media buyable units, as depicted by arrow  1304 . 
     MAA module  208  may be configured to calculate a household value score (HVS) of a geo-unit based on the household count in the geo-unit and the geo-score of the geo-unit. In one or more embodiments, the HVS is a number representing the relative value to a media campaign of reaching the geo-unit being examined. The HVS value is computed based on a function only of the geo-unit and is therefore independent of the media product. If the geo-score is a direct measurement or a count, then the HVS is the geo-score. If the geo-score is expressed as an index, over all households in the geo-unit, then the HVS is the geo-score times the household count. 
       FIG. 14  depicts a flowchart  1400  of steps that are executed by MAA module  208  according to one or more embodiments. It should be appreciated that the steps of flowchart  1400  can be modified, rearranged, and/or omitted according to the specific implementation of the present invention, and any step can be carried out by a user, a computer or in combination according to the particular implementation of the present invention. 
     According to block  1402 , MBUs are identified. In one or more embodiments, an MBU is the lowest level of a media option that can be purchased by a client that covers a geographic area. A non-limiting example of an MBU is a newspaper insert in one or more ZIP Codes, which may make up a zone called “cluster 87” in the Boston Globe Sunday edition. An MBU for shared mail inserts may be a ZIP Code or ATZ. An MBU for solo mail inserts may be a postal carrier route. An MBU for a REDPLUM wrap may be a wrap zone. An MBU for a ZIC may be a ZIC zone. An MBU for an ROP may be the full run of a single newspaper. An MBU for a cooperative free standing insert may be a grouping of multiple delivery vehicles. 
     It should be appreciated that other MBUs are contemplated by one or more embodiments of the present invention. For example, a household may be a media buyable unit for one or more media product options contemplated by one or more embodiments. As another non-limiting example, an individual within a household may be an MBU. 
     MAA module  208  is configured to identify all buyable parents of a targeted carrier route. For each media product selected by a client during execution of discovery module  202 , MAA module  208  retrieves all MBUs containing at least one targeted carrier route. If an exclusion file is stored in data repository  205 , MAA module  208  is configured to reject MBUs associated with the media number and edition provided in the exclusion file. 
     According to block  1404  of  FIG. 14 , the availability of the media options associated with the MBUs is identified in block  1402 . In one or more embodiments, media options refer to the distribution of media products associated with each MBU. In one or more embodiments, newspaper media products are defined on the edition level, and direct mail media products are defined at the direct mail distribution level. This step may also include eliminating any media products if such media products are not available within the client&#39;s requested date range. 
     According to block  1406 , the inventory availability of zone media products, such as REDPLUM wrap and ZIC media products, is confirmed. In one or more embodiments, the exclusivity of REDPLUM wrap media products is also checked during this step. 
     According to block  1408 , the available media options are de-duplicated by selecting the media product with the best date according to client preferences and business rules. The business rules may include in-home date and the client preferences may include before or after in-home date preferences stored in data repository  205  during execution of discovery module  202 . It should be appreciated that in-home date refers to the date on which the particular media reaches the home. The delivery date is the in-home date for newspapers. A two day window is typically given as an in-home date range for media delivered by mail. 
     The best date may be selected according to the following prioritization: (1) client&#39;s preferred date; (2) best food day or direct mail package in-home date, and the day meets the client&#39;s directional preference of before or after the in-home date preference; (3) non-best food day and the day meets the client&#39;s directional preference; (4) best food day or direct mail package in-home date and the day does not meet the client&#39;s directional preference; and (5) non-best food day and the day does not meet the client&#39;s directional preference. In one or more embodiments, the best food day is the best day of the week for food purchases according to a number of grocers within a defined market. 
     According to block  1410 , the PDI value is calculated. In one or more embodiments, PDI represents the conformance of the media option distribution date to the client&#39;s date preferences. In one embodiment, the PDI value ranges from 1.0 to 0.82, with the value decreasing relative to the alignment of the media option to the client&#39;s expressed date preferences. 
     According to block  1412 , newspaper minimum buys for media products having pre-preprinted material, such as newspaper inserts, are validated. First, a number of available buyable units associated with a newspaper or edition are selected. The total circulation or purchase represented by the selected buyable units is determined. If the total circulation or purchase is within 90% (or some other defined percentage) of the minimum amount for the associated newspaper or edition, the selected buyable units are maintained. If the total circulation or purchase is less than 75% (or some other defined percentage) of the minimum amount, the number of selected buyable units associated with the newspaper or edition is removed from the list of available buyable units. If the total circulation or purchase is 75% (or some other defined percentage) or greater than the minimum amount, but less than 90% (or some other defined percentage) of the minimum amount, then available buyable units are added to the number of selected buyable units, as depicted in block  1414 . In one embodiment, all available buyable units within a radius, such as a 5 mile radius, of the selected buyable units are identified. The identified buyable units are added to the selected buyable units to reach the required minimum of 90%. The radius may be expanded in order to meet the required minimum. 
     According to block  1416 , pricing data is derived for all media options not explicitly excluded by the client. The pricing data is utilized by optimization module  212  so that optimized media plans are within budget constraints specified during execution of discovery module  202 . 
     According to block  1418 , an activation score is determined by MAA module  208 . In one or more embodiments, an activation score means a relative score representing the value of a particular media product in relation to another media product in terms of the effectiveness in achieving a client&#39;s objectives. The activation score captures the level to which a media option achieves client objectives and household engagement with the selected media option. The activation score is a function of the particular media vehicle and is independent of geography. 
       FIG. 15  represents a flowchart  1500  depicting the steps for determining an activation score according to one or more embodiments of the present invention. It should be appreciated that the steps of flowchart  1500  can be modified, rearranged, and/or omitted according to the specific implementation of the present invention, and any step can be carried out by a user, a computer or in combination according to the particular implementation of the present invention. 
     Step  1502  is directed at determining a consumer purchasing frequency for a client. Non-limiting examples of consumer purchasing frequencies include ritual, reminder, research and consumer packaged goods (CPG). In one or more embodiments, the ritual consumer purchasing frequency includes those retailers who sell goods and/or services that a consumer may utilize relatively often, such as numerous times per month, without giving much thought to their specific choice of such goods and/or services. Non-limiting examples of clients, i.e., retailers, which may fall into the ritual consumer purchasing frequency include dry cleaners, grocery stores, packaged goods retailers, quick service restaurants and video stores. In one or more embodiments, the reminder consumer purchasing frequency includes those retailers who sell goods and/or services that a consumer may utilize periodically, although with a relative low frequency. Non-limiting examples of retailers that may fall into the reminder consumer purchasing frequency include auto services, carpet cleaning, optical stores, fine dining, healthcare, home services, professional services, specialty stores, sports and leisure and tires. In one or more embodiments, the research consumer purchasing frequency includes those retailers who sell good and/or services that a consumer will likely choose to research in advance of their purchase. Non-limiting examples of retailers that may fall into the research consumer purchasing frequency include auto dealers and manufacturers, consumer electronics retailers, department stores, financial services, home furnishings, home improvement stores, home remodeling business, mattress and bedding stores, real estate, satellite, soft goods, telecommunications and travel. In one or more embodiments, the CPG consumer purchasing frequency includes those retailers that sell goods that are consumable and need frequent replacement, such as food, beverages, and cleaning products. 
     Step  1504  is directed at determining base scores for each tier one product based on the applicable consumer purchasing frequency. In one embodiment, the base score data for the ritual, reminder and research frequencies are obtained from BIGresearch, LLC of Worthington, Ohio and the base score data for the CPG consumer purchasing frequency is obtained from NCH Marketing Services Ltd. of the United Kingdom. In one embodiment, the base scores for each tier product is an average of a number of base scores for each individual retailer within the applicable consumer purchasing frequency. 
     Step  1506  is directed at adjusting base scores based on client objective. In one embodiment, the client objective is selected from a number of client objectives, including conversion, retention, awareness, acquisition, frequency or ticket. In one embodiment, the conversion objective focuses on increasing share of a current customer spending by taking such a share away from the competitor. In one embodiment, the retention objective focuses on maintaining current customers and their current spending. In one embodiment, the awareness objective focuses on increasing “top of mind” position, such as the top three amongst all competition in that industry&#39;s accepted competitive frame. In one embodiment, the acquisition objective focuses on acquiring new loyal customers. In one embodiment, the frequency objective focuses on increasing frequency of purchases. In one embodiment, the ticket objective focuses on total spend per transaction. 
     In one embodiment, a two dimension matrix of the client objectives and the consumer purchasing frequency is constructed to obtain a table of rating of the relative effectiveness of individual media vehicles for each of the client objectives. Such tables can be constructed for each of the consumer purchasing frequency, such as ritual, reminder, response and CPG. 
     Table 4, which is set forth below, depicts the two dimensional matrix for the ritual consumer purchasing frequency according to one embodiment. The i of β i,j  is the client objective and j of β i,j  is the media product. β is selected from the group high, medium and low depending on market and/or client data and information. 
     
       
         
           
               
               
               
               
               
               
               
             
               
                   
                 TABLE 4 
               
               
                   
                   
               
               
                   
                   
                   
                 Preprint 
                   
                   
                   
               
               
                   
                 Solo 
                 Preprint 
                 Shared 
               
               
                   
                 Saturation 
                 Newspaper 
                 Mail 
                 Wrap 
                 FSI 
                 ROP 
               
               
                   
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
               
               
            
               
                 Conversion 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Retention 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Awareness 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Acquisition 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Frequency 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Ticket 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                   
               
            
           
         
       
     
     Table 5, which is set forth below, depicts the two dimensional matrix for reminder consumer purchasing frequency according to one embodiment. The i of β i,j  is the client objective and j of β i,j  is the media product. β is selected from the group high, medium and low depending on market and/or client data and information. 
     
       
         
           
               
               
               
               
               
               
               
             
               
                   
                 TABLE 5 
               
               
                   
                   
               
               
                   
                   
                   
                 Preprint 
                   
                   
                   
               
               
                   
                 Solo 
                 Preprint 
                 Shared 
               
               
                   
                 Saturation 
                 Newspaper 
                 Mail 
                 Wrap 
                 FSI 
                 ROP 
               
               
                   
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
               
               
            
               
                 Conversion 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Retention 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Awareness 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Acquisition 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Frequency 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Ticket 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                   
               
            
           
         
       
     
     Table 6, which is set forth below, depicts the two dimensional matrix for research consumer purchasing frequency according to one embodiment. The i of β i,j  is the client objective and j of β i,j  is the media product. β is selected from the group high, medium and low depending on market and/or client data and information. 
     
       
         
           
               
               
               
               
               
               
               
             
               
                   
                 TABLE 6 
               
               
                   
                   
               
               
                   
                   
                   
                 Preprint 
                   
                   
                   
               
               
                   
                 Solo 
                 Preprint 
                 Shared 
               
               
                   
                 Saturation 
                 Newspaper 
                 Mail 
                 Wrap 
                 FSI 
                 ROP 
               
               
                   
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
               
               
            
               
                 Conversion 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Retention 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Awareness 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Acquisition 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Frequency 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Ticket 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                   
               
            
           
         
       
     
     Table 7, which is set forth below, depicts the two dimensional matrix for the CPG consumer purchasing frequency according to one embodiment. The i of β i,j  is the client objective and j of β i,j  is the media product. β is selected from the group high, medium and low depending on market and/or client data and information. 
     
       
         
           
               
               
               
               
               
               
               
             
               
                   
                 TABLE 7 
               
               
                   
                   
               
               
                   
                   
                   
                 Preprint 
                   
                   
                   
               
               
                   
                 Solo 
                 Preprint 
                 Shared 
               
               
                   
                 Saturation 
                 Newspaper 
                 Mail 
                 Wrap 
                 FSI 
                 ROP 
               
               
                   
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
               
               
            
               
                 Conversion 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Retention 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Awareness 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Acquisition 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Frequency 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                 Ticket 
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
                 β i,j   
               
               
                   
               
            
           
         
       
     
     In one embodiment, a multiplier is associated with the high, medium and low ratings. In one embodiment, the multipliers for high, medium and low are 1.25, 1.0 and 0.85, although in other embodiments, these multipliers can be adjusted based on empirical data. With respect to each tier one product, the activation score is obtained by multiplying the base score and the multiplier. 
     Having described the determination of activation scores according to  FIG. 15 , the following provides an example of such a determination with values. Company X may desire a media plan for a back to school event with the client objective of Ticket. The Ticket objective may be most applicable because Company X may want to upsell existing customers. Company X is considered to fall in the ritual industry category. The base activation scores are obtained through market research and are averaged over a product category. The activation scores are represented as percentages with a value of between 0 and 1. The activation scores typically change over time, and are subject to periodic updates, such as monthly updates. The base activation scores for this example are set forth in the table below. 
     
       
         
           
               
               
               
             
               
                   
                 TABLE 8 
               
               
                   
                   
               
               
                   
                 Media Product 
                 Ritual Base Scores 
               
               
                   
                   
               
             
            
               
                   
                 Solo Saturation 
                 0.5 
               
               
                   
                 Preprint in Newspaper 
                 0.8 
               
               
                   
                 Preprint in Shared Mail 
                 0.9 
               
               
                   
                 ShopWise Wrap 
                 1.0 
               
               
                   
                 FSI 
                 1.0 
               
               
                   
                 ROP 
                 0.7 
               
               
                   
                   
               
            
           
         
       
     
     As the next step in the process, the ritual base scores may be adjusted based on the client objective to obtain the activation scores. The following table depicts the performance ratings for each tier one product for the ticket objective according to one embodiment. 
     
       
         
           
               
               
               
             
               
                   
                 TABLE 9 
               
               
                   
                   
               
               
                   
                 Media Product 
                 Ticket Performance 
               
               
                   
                   
               
             
            
               
                   
                 Solo Saturation 
                 Low 
               
               
                   
                 Preprint in Newspaper 
                 High 
               
               
                   
                 Preprint in Shared Mail 
                 High 
               
               
                   
                 ShopWise Wrap 
                 High 
               
               
                   
                 FSI 
                 High 
               
               
                   
                 ROP 
                 Medium 
               
               
                   
                   
               
            
           
         
       
     
     For purposes of this example, the multipliers of 1.25, 1.0, and 0.85 were utilized for high, medium and low. As such, the following table shows the calculation of the adjusted activation score for each media product with tier one. 
     
       
         
           
               
               
               
               
               
             
               
                   
                 TABLE 10 
               
               
                   
                   
               
               
                   
                   
                 Base 
                   
                 Activation 
               
               
                   
                 Media Product 
                 Score 
                 Multiplier 
                 Score 
               
               
                   
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
            
               
                   
                 Solo Saturation 
                 0.5 
                 0.85 
                 0.425 
               
               
                   
                 Preprint in 
                 0.8 
                 1.25 
                 1.0 
               
               
                   
                 Newspaper 
               
               
                   
                 Preprint in Shared 
                 0.9 
                 1.25 
                 1.125 
               
               
                   
                 Mail 
               
               
                   
                 ShopWise Wrap 
                 1.0 
                 1.25 
                 1.25 
               
               
                   
                 FSI 
                 1.0 
                 1.25 
                 1.25 
               
               
                   
                 ROP 
                 0.7 
                 1.0 
                 0.7 
               
               
                   
                   
               
            
           
         
       
     
     In one or more embodiments, the HVS and activation score are factors used in determining a media buyable unit (“MBU”) score. Other factors are also used in the determination of an MBU score. For example, penetration, otherwise referred to as coverage, is the ratio of the number of media option units distributed and/or sold across a MBU&#39;s media footprint comprised of a number of geo-units to the number of base count households in the number of geo-units that constitute the media footprint. Equation 3 depicts penetration in algebraic terms. 
     
       
         
           
             
               
                 
                   Penetration 
                   = 
                   
                     Circulation 
                     
                       Total 
                        
                       
                           
                       
                        
                       HHs 
                     
                   
                 
               
               
                 
                   ( 
                   3 
                   ) 
                 
               
             
           
         
       
     
     Another factor considered in the MBU score determination is preferred date index (“PD” or “PDI”). In one or more embodiments, PDI means a scaling factor (multiplier) that captures how close a MBU&#39;s delivery date is to the client&#39;s preferred delivery date, assuming one has been specified. If the media option falls on the client&#39;s preferred in-home date, or no preferred date has been specified, then PDI equals 1. Otherwise, the PDI value is less than 1, decreasing for dates that are further away from the client&#39;s preferred date. In at least one embodiment, the PDI value is based on client preference, and may change over time. 
     Having thus defined the factors used in determining an MBU score, the following equation 4 depicts an algebraic relationship between activation, penetration and effective coverage according to one embodiment. 
         APEC ( MBU   i )=Activation( MBU   i )×Penetration( MBU   i )× PD ( MBU   i )Σ j   HVS ( GU   j )   (4) 
     This equation is referred to as the APEC equation, which measures the value of each MBU considering all the geounits its touches. This value is otherwise referred to as the APEC score. In one or more embodiments, the APEC score captures the level to which a media option achieves the client&#39;s objectives and household engagement with the media option. The APEC score is determined by multiplying an MBU&#39;s activation score times its penetration times its PD times the sum of the HVSs for the geo-units touched by the MBU. 
     For each MBU within a particular geo-unit, the MBU score may be calculated using the following equation 5: 
     
       
         
           
             
               
                 
                   
                     MBU 
                      
                     
                         
                     
                      
                     Score 
                   
                   = 
                   
                     APEC 
                     
                       Sell 
                        
                       
                           
                       
                        
                       Price 
                     
                   
                 
               
               
                 
                   ( 
                   5 
                   ) 
                 
               
             
           
         
       
     
     In one or more embodiments, the sell price refers to the cost associated with purchasing the media buyable unit with the particular geo-unit. For example, the sell price for a ZIC may be a wrap zone. As another example, the sell price for a newspaper insert may be a newspaper zone. 
     According to block  1420  of  FIG. 14 , an inclusion/exclusion flag associated with each available media product for each of a number of recommended media plans is set based on client preferences and business rules. In one embodiment, the number of recommended media plans includes three recommended media plans referred to as a client preferences recommendation, a full portfolio recommendation and a flexed client preference recommendation. 
     VI. Optimization Module 
     The MBU score is a relative score for a certain MBU as compared across a number of MBUs. Optimization module  212  utilizes the MBU scores to compare possible media product purchases based on a combination of factors and selects those MBUs that are most desirable to a client&#39;s objectives. In one or more embodiments, the optimization module  212  requires that metrics used in the optimization algorithm are multiplicative. For example, the difference between 4 and 1 is 4 times the difference between 2 and 1. A value of interest can often be restated as a metric that has the multiplicative quality. 
       FIG. 16  depicts a process map  1600  relating to optimization module  212  according to one or more embodiments of the present invention. Optimization module  212  receives data and information generated by MAA module  210  and stored in data repository  205 . Such data and information includes, but is not limited to, geo-unit data and information, MBU data and information, constraint data and information, and client preference information, as generally depicted by arrow  1602 . Geo-unit data and information includes, without limitation, geo-unit identifications, household counts and geo-scores. MBU data and information includes, but is not limited to, MBU identifications, media product definitions, media product footprints, media product editions, media numbers, delivery types, sell prices, penetration in footprint, PDIs and activation scores. Constraint information includes, without limitation, applicable minimum volumes for certain media products, required geo-units according to client&#39;s preferences and client budget. Client budget constraint information may include a total client budget, required market allocation budgets, and required store allocation budgets. Required geo-units may include information for required MBUs to cover a specific geography, such as home zips and/or other geo-units. In one or more embodiments, constraint information may also include newspaper groups for ROPs, saturation products limitations and penetration constraints. A non-limiting example of a saturation product limitation is a rule against the selection of two different saturation products covering the same geo-unit. Non-limiting examples of penetration constraints include (1) avoid total penetration beyond 100% for any given geo-unit and (2) avoid total newspaper penetration beyond 65% for any geo-unit. 
     Optimization module  212  is configured to select a number of MBUs to obtain an optimized media plan for each of a number of scenarios. In one embodiment, three scenarios are considered, namely, client preferences (scenario  1 ), full portfolio (scenario  2 ), and flexed client preferences (scenario  3 ). In one embodiment, a client&#39;s page position preference submitted during execution of discovery module  202  is utilized with scenarios  1  and  2 . The lowest cost option page position (e.g., inside cover) is typically used for scenario  3 . 
     In one or more embodiments, an objective function is utilized to execute the optimization process. One such objective function takes the form of equation 6 reproduced below: 
     
       
         
           
             
               
                 
                   
                     Objective 
                      
                     
                         
                     
                      
                     Function 
                   
                   = 
                   
                     
                       
                         ∑ 
                         i 
                       
                        
                       
                         
                           APEC 
                            
                           
                             ( 
                             
                               MBU 
                               i 
                             
                             ) 
                           
                         
                         × 
                         
                           x 
                           i 
                         
                       
                     
                     - 
                     
                       
                         ∑ 
                         j 
                       
                        
                       
                         ( 
                         
                           
                             
                               λ 
                               j 
                             
                              
                             
                               y 
                               i 
                             
                           
                           + 
                           
                             
                               ρ 
                               j 
                             
                              
                             
                               z 
                               j 
                             
                           
                         
                         ) 
                       
                     
                   
                 
               
               
                 
                   ( 
                   6 
                   ) 
                 
               
             
           
         
       
     
     The first term of the objective function is equal to the total APEC value associated with the selected MBUs. The second term of the objective function is equal to the penalties for geo-unit penetration that is considered too high, as defined by the client or other sources. 
     According to one optimization algorithm, the objective function is maximized such that the resulting optimized media plan includes as much APEC value as possible while minimizing the penalties by avoiding geo-unit penetration that is too high and satisfying client objectives and constraints, such as required geo-units and budgets. 
     x i  is a decision variable, i.e. 0 or 1, that determines whether or not a particular MBU i  is included in the optimized media plan. In one or more embodiments, the optimization algorithm assigns values to x i  that make the value of the objective function as large as possible while satisfying all constraints being considered. 
     The second term of the objective function guides the optimization algorithm away from undesirable behavior, such as duplicating coverage of highly attractive geo-units. λ j  is the penalty associate with cumulative penetration above a certain percentage for geo-unit j. In one embodiment, the certain percentage is 100%, while it should be appreciated that in other embodiments, the percentage may be lower or higher. The value of λ j  is the HVS of geo-unit j times the smallest activation score out of all the MBUs that touch the geo-unit j. ρ j  is the penalty associated with cumulative newspaper penetration above a certain percentage for geo-unit j. In one embodiment, the certain percentage is 100%, while it should be appreciated that in other embodiments, the percentage may be lower or higher. The value of ρ j  is the HVS of geo-unit j times the smallest activation score out of all MBUs that touch geo-unit j. y j  is the cumulative penetration above a certain percentage due to mail for geo-unit j. In one embodiment, the certain percentage is 100% because the penetration goal is typically 100% for mail, while it should be appreciated that in other embodiments, the percentage may be lower or higher. x z  is the cumulative penetration above a certain percentage due to newspaper coverage for geo-unit j. In one embodiment, the certain percentage is 65% because the penetration goal is typically 65% for newspapers, while it should be appreciated that in other embodiments, the percentage may be lower or higher. 
     In one or more embodiments, optimization module  212  is configured to use a greedy-type algorithm with the objective function in order to obtain optimized media plans. The greedy-type algorithm looks at all available MBUs and picks the one with the biggest relative marketing value per client dollar spent. After picking one MBU, the greedy-type algorithm considers the remaining MBUs and selects the next best one in terms of marketing value per client dollar spent. The greedy-type algorithm also checks constraints as it selects MBUs to ensure that they will be satisfied. 
     In other embodiments, optimization module  212  may be configured to use other algorithms with the objective function in order to obtain optimized media plans. Non-limiting examples of other algorithms include Any algorithy used to solve mixed integer problems. 
       FIG. 17  depicts a schematic diagram illustrating the use of a greedy-type algorithm to obtain an optimized media plan. According to the client&#39;s objectives and constraints, four geo-units A, B, C and D are to be covered by a media plan footprint with a $10 budget. As depicted in  FIG. 17 , the optimization algorithm can select from six MBUs, i.e., MBU 1 , MBU 2 , MBU 3 , MBU 4 , MBU 5  and MBU 6 , in order to satisfy the client&#39;s objectives and constraints. Table 11 lists the value, cost and value per cost for each MBU. 
     
       
         
           
               
               
               
               
               
             
               
                   
                 TABLE 11 
               
               
                   
                   
               
               
                   
                 MBU 
                 Value 
                 Cost 
                 Value/Cost 
               
               
                   
                   
               
             
            
               
                   
               
            
           
           
               
               
               
               
               
            
               
                   
                 MBU1 
                 100 
                 $9 
                 11.1 
               
               
                   
                 MBU2 
                 1 
                 $1 
                 1 
               
               
                   
                 MBU3 
                 33 
                 $3 
                 11 
               
               
                   
                 MBU4 
                 33 
                 $3 
                 11 
               
               
                   
                 MBU5 
                 44 
                 $4 
                 11 
               
               
                   
                 MBU6 
                 50 
                 $4 
                 10 
               
               
                   
                   
               
            
           
         
       
     
     The greedy-type algorithm selects the MBU with the largest value/cost while satisfying the client&#39;s objectives and constraints. Accordingly, the greedy-algorithm selects MBU 1  with a value/cost of 11.1. The greedy-type algorithm then selects an MBU from the remaining MBUs with the biggest value while satisfying the client&#39;s objectives and constraints. MBU 2  and MBU 4  satisfy the client&#39;s objective of selecting an MBU for geo-unit B. However, MBU 4  does not satisfy the client&#39;s budgetary constraint because it is $3 and only $1 remains after the selection of MBU 1 . As such, MBU 2  is selected. Therefore, the optimized media plan using the greedy-type algorithm includes MBU 1  and MBU 2 , with a total value of 101. 
       FIGS. 18A and 18B  depict a flowchart  1800  for implementing a greedy-type algorithm with the objective function to obtain an optimized media plan for one of the number of scenarios.  FIGS. 18A and 18B  may be referred to herein collectively as  FIG. 18 . It should be appreciated that the steps of flowchart  1800  can be modified, rearranged, and/or omitted according to the specific implementation of the present invention, and any step can be carried out by a user, a computer or in combination according to the particular implementation of the present invention. Optimization module  212  may be configured to execute the implementation to obtain optimized media plans for each of the number of scenarios being considered. 
     Block  1801  carries out the optimization pre-process step to calculate rates for the objective function. The inputs for the optimization pre-process step and the greedy-type algorithm implementation may include stored geographies, media options and client preferences as depicted by arrow  1803 . 
     Decision block  1802  questions whether there are any required geo-units that are not yet covered by the media plan. If the answer is yes, then optimization module  212  proceeds to decision block  1804 . If the answer is no, then optimization module  212  proceeds to decision block  1806 . 
     Decision block  1804  questions whether any MBUs are unselected and feasible and touch a required geo-unit. If the answer is yes, then optimization module  212  proceeds to block  1808 . If the answer is no, then optimization module  212  proceeds to decision block  1806 . 
     Block  1808  selects an unselected and feasible MBU from those MBUs that touch a required geo-unit with the largest updated objective function value to price ratio. It should be appreciated that as MBUs are selected by the greedy-type algorithm, the objective function to price ratio may be updated to reflect a change in value due to removing the selected MBUs from the analysis. After carrying out the step identified in block  1808 , optimization module  212  proceeds to decision block  1814 . 
     Decision block  1806  questions whether there are any market or store allocation budgets that have not yet been satisfied. If the answer is yes, then optimization module  212  proceeds to decision block  1810 . If the answer is no, then optimization module  112  proceeds to decision block  1812 . 
     Decision block  1810  questions whether there are any unselected and feasible MBUs address a market or store allocation budget constraint. If the answer is yes, then optimization module  212  proceeds to block  1816 . If the answer is no, then optimization module  212  proceeds to decision block  1812 . 
     Decision block  1812  questions whether there are any MBUs that are unselected and feasible. If the answer is yes, then optimization module  212  proceeds to block  1818 . If the answer is no, then optimization module  212  terminates the optimization algorithm. 
     Block  1816  selects an unselected and feasible MBU from those MBUs that touch a geo-unit contained in a market or store region with an unsatisfied allocation budget with the largest updated objective function to price ratio. It should be appreciated that as MBUs are selected by the greedy-type algorithm, the objective function to price ratio may be updated to reflect a change in value due to removing the selected MBUs from the analysis. After carrying out the step identified in block  1808 , optimization module  212  proceeds to decision block  1814 . 
     Block  1818  selects an unselected and feasible MBU with the largest updated objective function to price ratio. It should be appreciated that as MBUs are selected by the greedy-type algorithm, the objective function to price ratio may be updated to reflect a change in value due to removing the selected MBUs from the analysis. After carrying out the step identified in block  1808 , optimization module  212  proceeds to decision block  1814 . 
     Decision block  1814  questions whether the considered MBU is feasible to all constraints being considered. If the answer is yes, then optimization module  212  proceeds to block  1820 . If the answer is no, then optimization module  112  proceeds to decision block  1822 . 
     Block  1820  marks the considered MBU (or bundle) as selected and updates the values of other unselected and available MBUs and geo-unit coverage resulting from the selection. Subsequently, optimization module  212  proceeds to decision block  1802  to begin a new iteration. 
     Decision block  1822  questions whether the considered MBU passes all constraints except for a minimum volume requirement for a newspaper. If the answer is yes, then optimization module  212  proceeds to block  1824 . If the answer is no, then optimization module  212  proceeds to decision block  1826 . 
     Block  1824  builds a bundle of MBUs in an attempt to satisfy the minimum volume requirement. It should be appreciated that bundling refers to gathering together a number of MBUs for consideration as a bundled MBU for purposes of satisfying a minimum volume requirement. Subsequently, optimization module  212  proceeds to decision block  1828 . Decision block  1828  questions whether the bundle is feasible to all constraints. If the answer is yes, then optimization module  212  proceeds to block  1820 . If the answer is no, then optimization module  212  proceeds to block  1826 . 
     Block  1826  marks the considered MBU (or the MBU bundle) as omitted. Subsequently, optimization module  212  proceeds to decision block  1802  to begin a new iteration. 
     As mentioned above, the greedy-type algorithm of  FIG. 18  ends when no unselected and feasible MBUs exist, as depicted in decision block  1812 . Subsequently, optimization module  212  outputs and saves a number of selected media products and a number of MBUs from the execution of the greedy-type algorithm, as depicted by blocks  1820  and  1832  of  FIG. 18  and arrow  1804  of  FIG. 13 . 
     VII. Evaluation Module 
       FIG. 19  depicts a process map  1900  relating to evaluation module  214  according to one or more embodiments of the present invention. Evaluation module  214  receives data and information from data repository  205 . Such data and information may have been generated by discovery module  202 , targeting module  204 , MAA module  208  and/or optimization module  212 . Arrow  1902  represents discovery data and information generated by discovery module  202 , and transmitted to evaluation module  214 . Such discovery data and information may include, without limitation, client budget constraint information, client objective information, industry category matrix information, and client preferences information. Arrow  1904  represents targeting data and information generated by targeting module  204 , and transmitted to evaluation module  214 . Such targeting data and information may include, without limitation, scored geographies, household counts, geo-scores and trade area information. Arrow  1906  represents MAA data and information generated by MAA module  208 , and transmitted to evaluation module  214 . Such MAA data and information may include all available media options for the geo-units, MBUs and the media footprint. Arrow  1908  represents optimization data and information generated by optimization module  212 , and transmitted to evaluation module  214 . Such optimization data and information may include an optimized list of MBUs to purchase for each scenario. 
     Evaluation module  214  is configured to generate media planning recommendation reports  1910  and charts from the received data and information. In one or more embodiments, the reports and charts are evaluated for presentation to the client. Non-limiting examples of reports that can be generated by evaluation module  214  include an executive report, a product detail comparison report, a common geodetail report. 
       FIGS. 20A and 20B  depict an example of an executive summary report  2000  according to one or more embodiments of the present invention. Executive summary report  2000  may be output electronically in an electronic format, such as a portable digital file (“PDF”) or an image file. In other embodiments, executive summary report  2000  may be output in a paper format by utilizing a printer device. In one or more embodiments, executive summary report  2000  includes header section  2002  and analysis section  2004 . 
     The header portion  2002  includes an upper left area  2006 , an upper right area  2008 , and lower area  2010 . The upper left area  2006  includes the client name and a target audience definition. As shown in  FIG. 20A , upper right area  2008  includes information relating to the client&#39;s selections and exclusions of tier one media products from one or more media planning scenarios. Area  2008  identifies whether such products were selected as client preferred products during the execution of the discovery module  202 , by including an “X” in the client preferred column  2012 . Such preferred product indicators are used by evaluation module  214 , which is configured to carry out client preferred and flexed client preferred analysis based on the preferred product selections. 
     Area  2008  also includes a percent of budget allocated column  2014  and an excluded product column  2016 . The percent of budget allocated column  2014  shows the percent of budget allocated to each tier one media product. In one or more embodiments, column  2014  is optional, and applies only to those reports including results of the client preferred analysis or flexed preferred analysis. The excluded product column  2016  includes an “X” next to any media product that was specifically excluded from the full portfolio analysis by the client during execution of discovery module  202 . The lower area  2010  of report  2000  includes the client budget, the client&#39;s objective and the promotional period used in the analysis. 
     The analysis portion  2004  includes a targeting footprint summary  2018 , value of coverage analysis  2020 , media spread analysis  2022 , media coverage analysis  2024  and media spend analysis  2026 . The analysis section  2004  may include data for a specified geometry, such as all geographies analyzed, specific market, or a specific store or specific client location. Targeting footprint summary  2018  contains a count (N) of deliverable addresses for all carrier routes within the trade area analyzed and includes one or more summarized values of the geoscores used in the analysis to rank the targeted geographies. The one or more summarized values include, without limitation, sum, minimum (Min N), maximum (Max N), average and weighted average (Weighted Ave N). 
     The value of coverage analysis  2020  includes a count of deliverable addresses for all carrier routes covered by the media product selected and within the targeting footprint. Analysis  2020  also includes one or more summarized values, such as sum, minimum, maximum, average or weighted average, for the geoscore used in the analysis to rank the targeted geographies. Such summarized values can be provided for a client&#39;s current buy (CB), client preference (CP), full portfolio (FP) and flexed client preference (FCP). In one or more embodiments, client&#39;s current buy refers to a client&#39;s current or past placement of media services. The summarized values can be used to compare a client&#39;s current buy, client preference, full portfolio and/or flexed client preference on a single report. The value of coverage analysis  2020  also includes total targeting footprint covered value divided by the count of deliverable addresses for all carrier routes. 
     Media spread analysis  2022  includes media circulation counts, such as solo mail (Sc Count), direct mail insert (Idm Count), newspaper insert (In Count), REDPLUM wrap (REDPLUM Wrap Count) and FSI (FSI Count), for each of the media products considered in each of the media planning scenarios. 
     Media coverage analysis  2024  includes media circulation counts for each of the media planning scenarios. The efficiency value (Percentage) is calculated by dividing the targeting footprint covered count by the total media spread. Analysis  2024  also includes a summary of the total number of store locations included in the analysis as well as the number of stores that have one or more carrier routes covered by a selected media product. 
     Media spread analysis  2026  contains the estimated spend in dollars ($) for each media planning scenario. Average cost per thousand (“CPM”) is calculated by dividing the estimated spend by total media spread multiplied by 1,000. The CPM may not reflect an actual CPM rate for any one product. For example, the CPM for a REDPLUM wrap may be the cost of delivering an advertisement to 1,000 households as part of the wrap. As another non-limiting example, the CPM for a CSI may be the cost of distribution because the client will have already printed and delivered the insert. The % of budget (Percentage) is calculated by dividing the estimated spend by event budget listed in the event summary. The cost per households reached ($) is calculated by dividing the targeting footprint covered count by the estimated spend in dollars. 
       FIGS. 21A and 21B  depict an example of a portion of a product detail comparison report  2100  according to one or more embodiments. Product detail comparison report  2100  may be output electronically in an electronic format, such as a portable digital file (“PDF”) or an image file. In other embodiments, product detail comparison report  2100  may be output in a paper format by utilizing a printer device. In one or more embodiments, product detail comparison report  2100  includes header section  2102  and analysis section  2104 . 
     The header portion  2102  includes an upper left area  2106 , an upper right area  2108 , and lower area  2110 . The upper left area  2106  includes the client name and a target audience definition. As shown in  FIG. 21A , upper right area  2108  includes information relating to the client&#39;s selections and exclusions of tier one media products from one or more media planning scenarios. Area  2108  identifies whether such products were selected as client preferred products during the execution of the discovery module  102 , by including an “X” in the client preferred column  2112 . Such preferred product indicators are used by evaluation module  214 , which is configured to carry out client preferred and flexed client preferred analysis based on the preferred product selections. 
     Area  2108  also includes a percent of budget allocated column  2114  and an excluded product column  2116 . The percent of budget allocated column  2114  shows the percent of budget allocated to each tier one media product. In one or more embodiments, column  2114  is optional, and applies only to those reports including results of the client preferred analysis or flexed preferred analysis. The excluded product column  2116  includes an “X” next to any media product that was specifically excluded from the full portfolio analysis by the client during execution of discovery module  202 . The lower area  2110  of report  2100  includes the client budget, the client&#39;s objective and the promotional period used in the analysis. 
     Product detail comparison report  2100  may include a product detail section for a number of media products, such as the tier one media products identified in one or more embodiments. As depicted in  FIGS. 21A and 21B , comparison report  2100  includes a product detail section for direct mail packages  2118 , newspaper inserts  2120 , REDPLUM wrap  2122 , and ROP  2124 . The analysis section  2104  may include data for a specified geometry, such as all geographies analyzed, specific market, or a specific store or specific client location. Regarding the newspaper insert detail section  2120 , the abbreviations “F”, “P” or “B” may be used to denote whether the newspaper circulation is free (e.g., no paid subscribers, paid (e.g., subscribers pay to receive, and also may include street sales) or both (e.g., newspapers and sold and given away). The “Edition DOW” column in the product detail sections  2118 ,  2120 ,  2122  and  2124  refers to either the newspaper edition or delivery day of the week. In one or more embodiments, the newspaper edition is selected from the following group: morning (“M”), evening (“E”), weekly (“W”), Saturday (“SAT”) or Sunday (“SUN”). In one or more embodiments, mailed products will show a two-day delivery window. 
     Each detail section includes % of total distribution, targeted footprint circulation, total media circulation and efficiency for each media buyable unit present in columnar format. In one or more embodiments, such information is presented for each of the media planning scenarios, such as client preference, full portfolio and flexed client preference. % of total distribution is calculated by dividing the total media circulation for the media buyable unit by the total media circulation for the media product. The targeted footprint circulation represents the estimated circulation for each media product that meets a number of targeting objectives or parameters within the targeting footprint. The % efficiency is calculated by dividing the targeted footprint circulation by the media circulation. 
       FIG. 22  depicts an example of a portion of a common geodetail report  2200  according to one or more embodiments. The common geodetail report  2200  may be output electronically in an electronic format, such as a portable digital file (“PDF”) or an image file. In other embodiments, common geodetail report  2200  may be output in a paper format by utilizing a printer device. 
     The common geodetail report  2200  includes a listing of specific media products and related information of a recommended media plan. As depicted by  FIG. 22 , each row of media product section  2202  represents a specific medial product within site i. Each row of media product section  2202  includes information related to the specific media product. As depicted in  FIG. 22 , the related information includes ZIP Code  2204  of each media product, city  2206  of each media product, media number  2208  of each media product, media name  2210  of each media product, ZIP Code circulation count  2212  for the ZIP Code associated with each media product, ZIP Code household count  2214  for each ZIP Code associated with each media product, non-duplicated ZIP Code household count  2216  for each ZIP Code associated with each media product, ZIP Code penetration percentage  2218  for each ZIP Code associated with each media product, zone or ATZ name  2220  associated with each media product, delivery type  2222  of each media product, targeting variable  1  index value  2224  for each media product, targeting variable  2  index value  2226  for each media product, targeting variable j  2228  for each media product, composite index  2230  for each media product, targeting variable K  2232  for each media product, site number  2234  for each media product, address of site i  2236 , city of site i  2238 , state of site i  2240 , distance  2242  between the ZIP Code of each media product and site i, and direction  2244  from site i to the ZIP Code of each media product. 
     Non-limiting examples of targeting variables include household income of $60K+ and casual dining index. A non-limiting example of targeting variable K is median household income. 
     The total zip circulation count  2246  is provided for site i according to common geodetail report  2200 . The total non-duplicated ZIP Code household count  2248  is provided for site i according to common geodetail report  2200 . The total ZIP Code penetration percentage  2250  is provided for site i according to common geodetail report  2200 . 
     The total zip circulation count  2252  is provided for all sites according to common geodetail report  2200 . The total non-duplicated ZIP Code household count  2254  is provided for all sites according to common geodetail report  2200 . The total ZIP Code penetration percentage  2256  is provided for all sites according to common geodetail report  2200 . 
     While embodiments of the invention have been illustrated and described, it is not intended that these embodiments illustrate and describe all possible forms of the invention. Rather, the words used in the specification are words of description rather than limitation, and it is understood that various changes may be made without departing from the spirit and scope of the invention.