media planning - ch 2
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8/11/2019 Media Planning - CH 2
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Evaluation Metrics And Analysis
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Brand and Category Analysis
Brand Development Index
Percentage of brand to total sales in
market
Percentage of total population in
market
BDI = X 100
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Brand and Category Analysis
Category Development Index
Percentage of total product category
sales in market
Percentage of total population in
market
CDI = X 100
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High market share
Good market potential
High market share
Good market potential
LowC
DI
High
CDI
High BDI
Low market share Good
market potential
Low market share
Good market potential
Low BDI
High market share
Monitor for sales decline
High market share
Monitor for sales decline
Low market share
Poor market potential
Brand and Category Analysis
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The market usually represents
good sales potential for both
the product and the brand.
The market usually represents
good sales potential for both
the product and the brand.
LowCD
I
HighCDI
High BDI
The product category shows high
potential but the brand isnt
doing well; the reason should be
determined.
The product category shows high
potential but the brand isnt
doing well; the reason should be
determined.
Low BDI
The category isnt selling well
but the brand is; may be a good
market in which to advertise butshould be monitored for sales
decline.
The category isnt selling well
but the brand is; may be a good
market in which to advertise butshould be monitored for sales
decline.
Both the product category and
the brand are doing poorly; not
likely to be a good place toadvertise.
Brand and Category Analysis
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Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Determining Relative Costs of Media
Cost of ad space(absolute cost)
Circulation
CPM = X 1,000
CPRP =Cost of commercial time
Program rating
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Television: Pros and Cons
Advantages Disadvantages
Favorable Image
Attention Getting
Low Cost Per Exposure
High Prestige
Impact of Sight, Soundand Motion
High Reach
Mass Coverage
Clutter
High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
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Radio: Pros and Cons
Advantages Disadvantages
Fleeting Message
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
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Magazines: Pros and Cons
Advantages Disadvantages
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Lack of Flexibility
Visual Only
Long Lead Time forAd Placement
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Newspaper: Pros and Cons
Advantages Disadvantages
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in InterestSections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
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Outdoor Advertising: Pros and Cons
Advantages Disadvantages
Local Restrictions
Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
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Internet Pros and Cons
Advantages Disadvantages
Limited Reach
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
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