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Using the Category Development Index

Using the Category Development Index - Recency – Creative...

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Using the Category Development Index Percentage of total product category  sales in market Percentage of total U.S.  population in market CDI = X 100 Category Development Index 10-1
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Test Your Knowledge In calculating both the brand development index (BDI) and  the category development index (CDI), a media planner  obtains the following results: Low BDI and High CDI. What  do these results imply?     A) High market share; good market  potential     B) Low market share; good market potential     C) High market share; monitor for sales decline     D) Low market share; poor market potential  10-2
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Using BDI and CDI 10-3
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Developing Media Strategies Criteria to consider during plan development The media mix Target market coverage Geographic coverage Scheduling Reach and frequency Recency
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Unformatted text preview: Recency – Creative aspects and mood – Flexibility – 10-4 The Media Mix • Selection considerations – Objectives sought – Product or service characteristics – Budget – Individual preferences 10-5 Target Audience Coverage Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Target Market Population excluding target market Target market Media coverage Media overexposure 10-6 Geographic Coverage 10-7 Scheduling Methods Continuity Pulsing Flighting Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 10-8 Reach and Frequency A. Reach of One Program B. Reach of Two Programs C. Duplicated Reach of Both D. Unduplicated Reach of Both Total market audience reached Total market audience reached Total market reached with both shows Total reach less duplicated shows 10-9...
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