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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