Media Research - Media Research Media Research 2.1.11...

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Unformatted text preview: Media Research Media Research 2.1.11 2.1.11 Breakdown into Groups Media Research Recap from 1.25.11 Group Project 2 Class Outline Media Research Media Research Marketing vs. Media Marketing Plan Audience, competition, product/service, marketing budget, geography, pricing, advertising, promotions Advertising Plan Creative, media, promotions, collateral Media Plan Answers the question What is the most efficient and effective way to deliver the message to potential customers? 100 Index = Average 100 Index = Average >100 = Above Average >100 = Above Average <100 = Below average <100 = Below average Important marketing/advertising term. Shows the relationship between any two sets of information. A percentage that is expressed as a whole number: Index Index Category Development Index Category Development Index Category Development Index or (CDI) measures the sales strength of a particular category of product, within a specific market (e.g. Soft drinks in 10 - 50 year old's). The CDI is useful in all marketing strategies when used with the Brand Development Index or (BDI). The CDI can give vital data for marketers to allocate advertising to specific areas maximizing product category knowledge and profit. % U.S. % Category Sales CDI New York 6.9% 8.0% Category Development Index Category Development Index How the category performs in various markets. Do you want to be where the category is strong or where your brand is strong? CDI = % category sales/% U.S. x 100 116 116 Brand Development Index Brand Development Index Brand Development Index or (BDI) measures the relative sales strength of a brand within a specific market (e.g. Pepsi brand in 10 - 50 year old's). It is a measure of the relative sales strength of a given brand in a specific market area. The BDI is especially useful in conjunction with the Category Development Index (CDI). It can be used in deciding the allocations in the media to which a specific brand is advertised. It can also be used to determine how much advertising, or promotion effort is, or should be put in that specific market. 8 % U.S. % Category Sales BDI New York 6.9% 6.0% Brand Development Index Brand Development Index How the brand performs in various markets. Do you want to be where your brand is strong or where your brand is strong?...
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Media Research - Media Research Media Research 2.1.11...

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