part three Flashcards
what does a high BDI/high CDI indicate?
- high market share
- good market potential
- market usually represents good sales potential for product + brand
what does a low BDI/high CDI indicate?
- low market share
- good market potential
- product category shows high potential but brand isn’t doing well; determine reason
what does a high BDI/low CDI indicate?
- high market share
- monitor for sales decline
- category isn’t selling well but brand is; may be good market to advertise in
what does a low BDI/low CDI indicate?
- low market share
- poor marketing potential
- product category + brand aren’t doing well; not likely good place to advertise
differentiate between the 3 methods of duration and scheduling
continuous: advertising every day, week or month; flighting: periods of on and off advertising; pulsing: combo of continuous and flighting, continuity is maintained but at certain periods advertising is increased
what is the index number a good indicator of?
the potential of the market
how do you calculate the index number?
(percentage of users in a demographic segment) divided by (percentage of population in the same segment), multiplied times 100
what does the BDI help marketers factor?
the rate of product usage by geographic area into the decision process (or where to promote)
how do you calculate the BDI?
(percentage of brand to total US sales in market) divided by (percentage of total US population in market), multiplied times 100
how do you calculate the CDI?
(percentage of total product category sales in market) divided by (percentage of population in the same segment), multiplied times 100
how do the calculations of CDI differ from BDI?
CDI uses product category information instead of brand information
penelope is the marketer for sassybrands, a company that sells high-end toilet paper and power towels. she wants a tv ad that will cover the entire buying cycle and build awareness around their new product: high-end tissues. which scheduling method should she use? why? (4) what are the disadvantages? (3)
- continuity
- constant reminder for regularly consumed products, covers entire buying cycle, effectiveness, awareness-building
- high costs, potential for overexposure, media availability
kita is the marketer for oh.ho.flo, a company that specializes in minimalistic authentic christmas trees and valentine bouquets. since it’s such a niche company, kita is working with a pretty small budget. which scheduling method should she use? why? (3) what are the disadvantages? (2)
- flighting
- season product used only a couple times per year, highly cost effective
- increased likelihood of wear out, lack of awareness/interest/retention during off-times, vulnerability to competing messages during off times
ishtar is the marketer for T-4-2, a specialty tea company that sells loose-leaf teas, tea brewers, iced and hot teas to-go, tea kettles, tea infusers, tea candies, tiny teas, tea shirts—the list goes on. ishtar has noticed a spike in to-go iced tea sales during the summer and wants to capitalize on this trend. what scheduling method should she use? why? what are the disadvantages? (3)
- pulsing
- good for products that have little sales variation from period to period, but might see some increase during certain times
- moderately expensive, some overexposure, not appropriate for highly seasonal products
how many frequency exposures should penelope, kita, or ishtar aim for?
3 (min) to 12
what marketing factors increase frequency? (3)
- high usage cycle (item purchased often)
- high competition
- new brand
what message factors increase frequency? (3)
- new campaign
- image advertising
- complex + varied messages
what media factors increase frequency?
amount of clutter
what marketing factors decrease frequency? (3)
- high brand loyalty and market share
- high ability to process and recall messages
- low usage cycle
what message factors decrease frequency? (2)
- continuing campaign
- simple and single messages
what media factors decrease frequency? (5)
- alignment with media content
- continuous scheduling
- fewer media
- level of attention achieved by media
- repeat exposures
why is clutter problematic?
no one message is able to stand out; the messages’ effectiveness cancel out each other
how often do continuity-scheduled advertisements appear?
every day, week, or month
what products are continuity-scheduled advertisements best for?
non-season products like food, household products, and other everyday products