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Figure 10-12 Using BDI and CDI indexes

Figure 10-12 Using BDI and CDI indexes

Cdi And Bdi

High BDI and high CDI High BDI and low CDI

This market usually represents good sales potential for both the product category and the brand.

High BDI and high CDI High BDI and low CDI

Low BDI and high CDI

Low BDI and low CDI

This market usually represents good sales potential for both the product category and the brand.

The category is not selling well, but the brand is;

probably a good market to advertise in but should be monitored for declining sales.

The product category shows high potential but the brand is not doing well; the reasons should be determined.

Both the product category and the brand are doing poorly; not likely to be a good place for advertising.

determined earlier in the promotional decision-making process. In fact, much of this information may have already been provided to the media planner. Since it may be used more specifically to determine the media weights to assign to each area, this decision ultimately affects the budget allocated to each area as well as other factors such as reach, frequency, and scheduling.

Establishing Media Objectives

Just as the situation analysis leads to establishment of marketing and communications objectives, the media situation analysis should lead to determination of specific media objectives. The media objectives are not ends in themselves. Rather, they are designed to lead to the attainment of communications and marketing objectives. Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies. An example of media objectives is this: Create awareness in the target market through the following:

• Use broadcast media to provide coverage of 80 percent of the target market over a six-month period.

• Reach 60 percent of the target audience at least three times over the same six-month period.

• Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer and fall.

Having determined what is to be accomplished, media planners consider how to achieve these objectives. That is, they develop and implement media strategies, which evolve directly from the actions required to meet objectives and involve the criteria in Figure 10-13.

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