A programming approach for determining the optimal media mix in promoting the Tasmanian tourist industry

The main objective of this study is to examine the use of media mix techniques in promoting the Tasmanian tourist industry to people within the state. A review of programming media planning techniques will be carried out in relation to the industry, in order to assist their applicability to pre-defined market segments. It is anticipated that the market will be segmented mainly in terms of geographic and media usage. An attempt will be made to match various media vehicles with advertising market segments.