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Media Guru

Guru Search Results: 18 matches were found

Monday, April 21, 2003 #5941
apart from reach, frequency and continuity is there any subject that can be used in determining media objectives?

The Media Guru Answers(Saturday, April 26, 2003 ):
Seasonality, purchase cycle, effective frequency, bdi/CDI, awareness, wearout, etc.


Wednesday, November 13, 2002 #5613
Hi Media Guru, Thank you for the last response to my question about bdi/CDI and SOV. I understand that obtaining bdi for a paticular Brand is difficult.But is there another way to find a CDI for the Brand (e.g. retail, technology,etc.) online? Also...If these numbers cannot be obtain what is the next logical step to gather up information equivlent to these numbers. Thank you again for your help.

The Media Guru Answers(Wednesday, November 13, 2002 ):
Brands don't have CDIs, categories do. Of the two numbers in the calculation, one, the population is always available from the Census Bureau and others. The other, category sales by market, may be in the Consumer Expenditure Survey of the Bureau of Labor Statistics. Some products, particularly those sold through food and drug outlets or other scanner based stores are tracked by companies like Nielsen, but are slod for a price, and possibly only to manufacturers in the business.


Tuesday, November 12, 2002 #5610
Media Guru, How do I find the bdi/CDI and SOV for the retail industry. Specifically NIKE.

The Media Guru Answers(Tuesday, November 12, 2002 ):
"Retail" usually means stores, so Footlocker is retail, Nike isn't.

bdi is calculated by comparing sales to population, e.g. if 15% of Nike revenues are generated in the NY DMA and NY DMA has 10% of the population, bdi is 150.

CDI is similar, but based on category, rather than individual brand.

The Guru doubts that these sales data are public.

SOV is Share of Voice, meaning the portion of category advertising dollars spent by the particular advertiser. CMR (Competitive Media Reports) is the data source you need for this.


Tuesday, March 12, 2002 #5145
Hi Guru, I am doing research on the correlation of Ad Response by DMA (as derived from marketing mix models) to traditional sales measures (bdi/CDI/Growth Trends) and have some interesting findings. My question relates to spot buying tactics and if the list below is exhaustive: 1) Opportunistic--Strong CDI Weak bdi 2) Share Defense--Basically opposite of above 3) Spend to Business--more of an allocation strategy as opposed to a market selection 4) Impression weighting--Like number 3 but takes into account viewership Am I leaving anything off (especially sales based metrics) or not characterizing it correctly. Thanks

The Media Guru Answers(Sunday, March 17, 2002 ):
All of your tactics are presumably based on total market delivery, that is accounting for national media weight and bringing the market in line with a goal based on one of your ways of setting market levels.

Other possibilities include looking at spot on its own and at the other extreme, taking into account a complete media mix. One tactic more in line with your probable intent of allocation or level setting strategies might be Share of voice or other tactics based on competitive activity.


Thursday, October 11, 2001 #4776
Dear Media Guru, You have been so incredibly helpful in the past, I hope to have the same luck this time. Can you give me some background information about the Direct-to-Consumer (DTC) marketplace in the U.S.? For example, the size and growth of the market over the last three years, media used, and effectiveness of the advertising. Also, do you know of a source to find case studies for DTC advertising -- this would be helpful as well. Thanks in advance for any help you could give -- I know this is quite a broad question!

The Media Guru Answers(Monday, October 15, 2001 ):
The Guru presumes you mean the prescription pharmaceutical 'DTC.' When the category was born about 15 years ago an association was formed, but the Guru doesn't find it reeadinly now.

Find Articles.com has some archives in this area.


Friday, June 29, 2001 #4539
Dear M.G., A client asked me for some textbook rule of thumb on the relationship between share of market and share of voice. He is asking in the context of determining whether to spend more in a market where our brand is weak and the category is average/weak (i'd estimate the bdi/CDI is probably 50/80. can you suggest a book or site that offers a good discussion on whether to invest more, or whether you're throwing good money after bad, or if you have specific thoughts on this, I'd appreciate hearing them. Thanks.

The Media Guru Answers(Sunday, July 01, 2001 ):
The Guru's general theory is that -- all else being equal -- growth comes from increased share of voice. Many operate on the theory that added spending should go where sales are well developed; bdi emphasis. Others feel that share gap, such as your 50/80 indicate room to grow.There are some useful texts in the AMIC Bookstore (in association with Amazon.com).


Monday, June 25, 2001 #4518
Hello, please explain to me in details the levels of market support - bdis and CDIs - what do they mean and how could be measured, weighted??

The Media Guru Answers(Monday, June 25, 2001 ):
Click here to see Guru discussion of bdi / CDI .


Thursday, March 30, 2000 #3360
Please explain the use of bdi/ CDI and MOI in relation to the media strategy, whether media activity should be aggresive, maintenance etc.

The Media Guru Answers(Friday, March 31, 2000 ):
Indices like these, (though "MOI" is not familiar, possibly Market Opportunity Index?) are used to compare geographic markets media weight/spending levels. Typically, one, geographically flexible, element of the media plan, such as spot TV is adjusted up or down in DMAs or regions, to give each area the appropriate activity based on relative sales, or sales potential index. It's not exactly a question of "aggressive" versus "maintenance."

Click here to see past Guru comment on bdi and CDI


Sunday, January 16, 2000 #3122
Dear Sir / Madam, The question that I have is related to media weight setting. q1) Often in the past we have used the market prioritisation technique in bdi / CDI. Having done this we simply super impose the market dynamics to arrive at a market task. Now the question is can we make the bdi / CDI numbers talk harder. Is there a relation between bdi and the frequency required.

The Media Guru Answers(Wednesday, January 19, 2000 ):
bdi and CDI are typically used to establish the effort which will be made in each market in relation to the other markets. These indices reflect a market's contribution to national sales versus its portion of national population.

The application of the index typically addresses allocation of media dollars or impressions. It could just as easily be used to set average frequency or effective frequency goals, but since frequency grows in a non-linear fashion - the growth rate accelerates as GRPs accumulate, it is simply a more complicated basis for media application.


Wednesday, October 27, 1999 #2908
Doing a bdi/CDI on an entire population makes sense since in some cases it could point you towards a group of the population whi is not your target audience but is purchasing your product in large volumes.This could be true of categories like FMCG's. In the case of categories like white goods especially at the premium end - like premium end cars - wouldn't the given target audience be filtered out by set of demographics and psychographics and therefore a bdi/CDI done in that case should be on the target audience rather than total population. Can I have your views on this issue ?

The Media Guru Answers(Wednesday, October 27, 1999 ):
As the Guru uses the terms and techniques, bdi/CDI are meant to evaluate and prioritize geographic markets.

Whether the demographic target has been correctly identified or not, using total market populations will work to evaluate geographic markets.

Premium goods or package goods equally have their specific targets. While narrower population groups may account for more of premium goods sales, nevertheless accounting for all sales has its benefits.


Friday, September 24, 1999 #2823
As a client not well versed in media and media measurement tools I was asked some questions that I don't quite know the meaning of or the terminoligy in how it is used. These terms are specific and deal with planning strategies. Please help where you can. -A & U or segmentation studies (audience probably) A & U ? -Volumetric analysis? -What does RDI, RPI stand for/mean (indexes for investment strategies?) -Econometric modeling? Thank you, Guru.

The Media Guru Answers(Saturday, September 25, 1999 ):
These are all consumer behavior measurements, not media measurements, but they are used in forming media strategies.

  • A&U is Attitude and Usage study (or sometimes Awareness and Usage study). This is a survey of consumers concerning their knowledge of the product and/or the advertising, feelings about the product and category and ways and amounts of usage. It can be used to define and segment the target.
  • Volumetric analysis goes beyond defining who is using your product and segments users according to the quantity (volume) consumed. The classic example is: Men 18-34 are 20% of beer drinkers, but consume 80% of all beer.
  • RDI and RPI are not entirely familiar to the Guru. The _DI and _PI forms in these contexts are usually (something Development Index and (something) Potential Index. The "somethings" are most typically "Brand" and "Category." Brand Potential Index can be equivalent to Category DevelopmentIndex.

    bdi is a comparison of the sales in a specific market versus the markets portion of national sales. So, a market where 3% of all product sales occur but only 2% of the target population lives has a bdi of 150 (3 2). CDI is calculated the same way, but using the entire product category's sales.

  • Econometric modeling is a broad, general term, taking into account all the above and other measures of consumer behavior.


Monday, February 15, 1999 #2335
Dear guru wanted to find out what is the role of bdi and CDI in market prioritisation. How do you arrive at bdi and CDI and is there a point of saturation on CDI

The Media Guru Answers(Monday, February 15, 1999 ):
bdi is Brand Development Index

CDI is Category Development Index. In either case the index is calculated by dividing the percentage of sales in a local market by the percentage of the population which is in that market. It is done based on a Brand's sales or the whole category's sales respectively. This index then reflects the per capita sales in the market and is used to indicate sales potential.

Some marketing philosophies allocate advertising dollars or advertising impressions delivery according to such an index.

Since the usage ia an index, "saturation" would not be a factor unless sales were bizarrely skewed geographically. For instance, a new product in test market might have 90% of sales in a market accounting ofr just 1% of the population. In such as case it would be ridiculous to use bdi to determine allocation.

The Guru has discussed this frequently. Click here to see past Guru responses on bdi and CDI


Thursday, January 07, 1999 #2251
Hi there I am a media planner from India and would like to clarify the method of calculating bdi & CDI for a country like ours where population dispersion is not uniform across the SocioEconomic Class (the parameter used for setting the target audience. Iit is a cross tab of education and profession of the chief wage earner of the household) in different markets In such a situation is it advisable to use the total population of the country rather than Target Group Population. Sissors and Bumba advise using the Total Population but i guess thats more applicable to developed countries where TG dispersions are uniform Thanks a lot andrew@LoweIndia.com

The Media Guru Answers(Thursday, January 07, 1999 ):
The concept of bdi and CDI is based on different sales rates (units or Dollars of sales ratio to units of population) within specific marketing regions.

Logically, the same demographic should be used locally and nationally. If each person in demographic "X" consumes 10 units of "y" nationally, than the national rate is Y X.

In each market, the demographic population is also compared to consumption and a similar ratio calculated. Then the market's ratio the national ratio becomes the bdi or CDI, depending on whether Brand or Category data, respectively, was used. If the total national population is the base but you use the target pop. in markets, then each market's CDI is inflated by the same percentage. That is, if the target was selected because its members, nationally, have a 150 index of consumption of the product, then each market's bdi would be inflated by 50% if the National population was used as the bdi base.

On the other hand, there may be not difference in effect, because in either case, whatever the national base used, the realtionship between markets will be the same.

However, since it is really sales, not people with which you are dealing, it is cleaner to use total, not target population in each case. Otherwise you assume that in every market, target members consume the same, which obviates the bdi excercise. Suppose someone other than the target is a major consumer in some geographic are, why mask that in planning market allocation? After all the whole idea of bdi/CDI is based on the concept that a product's consumers are not evenly distributed demographically, even in countries where some demographics may be.


Friday, December 04, 1998 #2200
Hi guru Where can I find bdi/CDI info for the technology sector? Thanks

The Media Guru Answers(Friday, December 04, 1998 ):
bdi (Brand Development Index), which is based on brand sales, is most likely to be proprietary and not publicly available.

Category Development may be inferred from data in such sources as SRDS' Lifestyle Market Analyst or in category sales data sets used with geodemographic mapping systems like those of CLARITAS.


Thursday, July 09, 1998 #1941
Dear Guru How do you define Selectivity of media vehicle ? How do you measure it ? Therefore how do you calculate a Press Selectivity Index ? Is it similar in concept to a brand development Index or a category development Index (bdi & CDI) ? andrewwilliam25@hotmail.com

The Media Guru Answers(Thursday, July 09, 1998 ):
The Guru defines "selectivity" as narrowness of targeting audience. For example, if your target is women 18-49 and there is a magazine, all of whose audience is women 18-49, than that magazine is highly selective. A magazine with 80% w18-49 and 20% W50+ is less selective.

Standard print audience measures such as the U.S.' Simmons, MRI or U.K.'s TGI provide these data.

Logically, a selectivity index would compare the incidence of a given demographic group within the population to its incidence in the audience of the medium, with the population incidence set as equal to 100. Thus, if women 18-49 are 50% of the population but 80% of the media audience, the selectivity index would be 80 divided by 50 or 160 (the decimal is moved 2 places to the right for an index). In this sense it is similar to bdi which indexes product purchase in a market to product purchase nationwide, in terms of percent used in the market compared to percent of national population in the market.


Thursday, January 15, 1998 #1487
Can you explain what "mapping software" is? And, do you know about a software package called "Clarisoft" or something like that?

The Media Guru Answers(Thursday, January 15, 1998 ):
There are probably several meanings of the term, created by different software makers.

In a media context, the term usually refers to software which can draw a map colored or shaded to reflect demographic, media or product usage behavior.

For example a DMA may be drawn, and colored to indicate which zip codes have the highest circulation of the local newspaper, a national magazine, or TV show audience. It is common to separate zips or other sub areas into quintiles or tertiles, etc.

The entire US may be drawn to show sales levels of a product or bdi by DMA.

A three mile trading circle around a store location can be created to show media income of census tracts, for planning the distribution of a circular.

Claritas PRIZM, Donnelly's Cluster Plus, and other segmentation systems are typically used to analyze or model the data. There has been considerable consolidation of software vendors in this field in the last few years. Compass, Conquest, and Strategic Mapping have all folded into Compass.


Thursday, May 29, 1997 #1358
Is there any model or guideline that help me to allocate the media budget between regional media and local media, i.e. how much should be put behind regional media vs local media

The Media Guru Answers(Monday, June 02, 1997 ):
There are several models for accomplishing this media task. There are basic decision points that must be addressed before doing the actual calculations:

-Will you allocate impressions or dollars? (dollars leads to more efficient plans overall)

-Will you set goals for local delivery based on population, sales, brand development, category development or some other basis for assigning value to local markets?

A delivery goal is established for each market or region: e.g. let each DMA receive a percentage of all the plan's impressions equal to the DMAs percentage of the product's sales or the market's percentage of US population, etc.

Then, by examining how each national medium delivers its impressions to each DMA, using Nielsen data, ABC circulation, etc. you can determine how much media needs to be purchased locally to achieve the market by market goals.

The first time you must guess how much budget to allocate to national media, to see how the impressions fall before you have a local media budget to experiment with. Then it becomes an iteritive process to fine tune the allocation.

The Guru suggests you begin with about 75% in national media and 25% in local. If the local skews are stronger, e.g. many bdis outside the 75 to 150 range, you will likely need a greater proportion of local funding.

It is possible to incorporate many adjustment factors, such as market efficiency, relative effectiveness of national and local media elements, etc.


Monday, September 30, 1996 #1135
I'm looking for some internet statistics about these topics:
* which kind of industries usually buy web pages to promote their business
* why do they choose internet and not another media
* what do they expect from their web pages
I also would like to know if there is any recent research about the global number of connected industries, subdivided in different fields (industry, agricoltural, service, etc.)

The Media Guru Answers(Wednesday, October 02, 1996 ):
The Guru does not believe there is much in the way of statistics to answer your questions, but he will offer some opinion based on observation:

1. Computer hardware and software companies have web sites, because of the obvious relation to their business.Entertainment companies -- TV, movies, records -- have web sites, because their customers typically view the web as another form of entertainment.There is probably no category of business not currently on the web somewhere.

2. The Guru believes that these companies choose the web in addition to traditional media, such as related magazines. The vast majority of Web sites have very tiny audiences as compared to most traditional media, and traditional media are one of the principal means of advising the relevant public of the URL of the website.

3. The expectations of web sites vary. Having a web site is the current credential of coolness in the entertainment arena, particularly youth oriented entertainment. It's also a credibility tool in the computer industry. It allows companies to build databases of prospects and offer information inexpensively and in more detail and with graphic support not available by phone.

Sun Microsystems and Federal Express are said to save millions annually by providing customer service on the web.

One of the biggest mistakes of web sites is being designed without a clear vision of the marketing purpose to be accomplished. You've probably seen them, they're very confused about whether they want to impress investors, stockholders employees or customers.

Search engines may offer some statistics about industry involvement as may some trade publications. IE it's plausible that a Cable tv trade publication could determine what percent of cable networks or MSO's have sites. It's mind boggling to think of trying to sort the millions of personal, hobby, retail, consumer goods, and business to business web sites by category of focus. Projecting from sampling would require universe estimates that probably would change too fast to complete the analysis.

You might want to browse theInternet Surveys archives



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