CHAPTER 15 Notes ADV205

CHAPTER 15 Notes ADV205 - CHAPTER 15: MEDIA PLANNING AND...

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CHAPTER 15: MEDIA PLANNING AND BUYING MEDIA Media scheduling MEDIA PLANNING Where Which When How often Integration The Challenge Increasing options Increasing fragmentation Increasing costs Increasing complexity in media buying Increasing competition Media Planning Reach the right  people , at the right  place , and at the right  time Place advertising messages before a target audience using some type of  media Step 1: Evaluation and analysis Step 2: Media Objectives Step 3: Media Strategy: Media Mix Step 4: Implementation: Media Tactics BDI CDI (PAGES 395-397) (under step 3)
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Sales Potential and Different Markets Brand Development Index (BDI) Percent of a  product’s sales  that are sold in an area compared to the percent of  the population Category Development Index (CDI) Percent of a  category’s sales  that are sold in an area compared to the percent  of the population Sales (%) + Population (%) x 100 Example: Washington D.C. accounts for 1.9% of the U.S. population.  The brand  (Red Bull) accounts for 3.9% of its sales from the market.  Calculate BDI. 3.9% * 100 = 1.9% … Example:  Washington D.C. accounts for 1.9% of the U.S. population.  Product  category (energy drinks) sales for the area are 5.0% What is CDI? 5.0/1.9 * 100 = 263.157 or 263 CDI 100 is the magic number!!! If > 100 doing above average, if < 100 below average Setting Strategy using BDI/CDI Brand LOW BDI HIGH BDI HIGH CDI Low market share,  but  good market potential High market share  and  good market  potential LOW CDI Low market share  and  poor market potential High market share  but  monitor for sales  decline Category Book Definition: Brand Development Index (BDI)     : The percentage of a brand’s total sales in 
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CHAPTER 15 Notes ADV205 - CHAPTER 15: MEDIA PLANNING AND...

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