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Important features which are considered in media research are media efficiency and return on investments. To appreciate the powerful level of several channels of communication, one has to firstly consider the basic measure of the impact for a given advertising campaign, that is to say, the individual distribution of exposure and therefore the estimation of the global exposure of a given target. Having pointed out the known models, we will show how one can release part of hypotheses, under which these models are founded to describe new behaviors of media exposure. This will be particularly the case by introducing the Markov chains to describe an unsteady dependency between several issues or TV spots regarding a given advertising campaign. As a consequence we will show that the new models estimate more precisely the net cover of a given campaign composed by N advertising spots.

One of the objectives of geomarketing is to determine the optimal sitting of points of sale for a brand in a given territory. The aim of the optimisation is to develop sales, the flow of potential clients to the site, and to improve all the marketing indicators, which are used to describe the success of a brand within its market. Whatever the marketing objective adopted, there are many variables within the geolocal success criteria mentioned above. These can be socio-demographic or socio-professional variables, characteristic of structural changes in the population from one catchment area to another. However, when considering this wemust include the impact of other players in a given market, whose competitive influence is crucial to understanding each one’s activity. At the end of the 19th century, several specialists in population migration developed mathematical models in order to quantify the influence of attractive geographic points – urban centres in geography and points of sale in geomarket...