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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 10-11 Using CDI
and BDI to determine market
potential
Figure 10-12 Using BDI
and CDI indexes
V. Developing the
Integrated Marketing
Communications Program
High CDI
Low CDI
10. Media Planning and
Strategy
CDI = Percentage of product category sales in Utah/Idaho × 100
Percentage of total U.S. population in Utah/Idaho
= 1% × 100
1%
= 100
Percentage of total brand sales in Utah/Idaho
BDI = × 100
Percentage of total U.S. population in Utah/Idaho
= 2% × 100
1%
= 200
High BDI
High market share
Good market potential
High market share
Monitor for sales decline
© The McGraw−Hill
Companies, 2003
Low BDI
Low market share
Good market potential
Low market share
Poor market potential
High BDI and high CDI This market usually represents good sales potential
for both the product category and the brand.
High BDI and low CDI The category is not selling well, but the brand is;
probably a good market to advertise in but should be
monitored for declining sales.
Low BDI and high CDI The product category shows high potential but the
brand is not doing well; the reasons should be
determined.
Low BDI and low CDI 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 sixmonth
period.
• Concentrate heaviest advertising in winter and spring, with lighter emphasis in
summer and fall.