Telmar.com Telmar.com eTelmar.net Home Page The Advertising Media Internet Center

Telmar Home Page Telmar.com

 

Media Guru

Guru Search Results: 11 matches were found

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


Saturday, October 21, 1995 #1832
Can you please provide an explanation of ISCII codes and how they are determined?

The Media Guru Answers(Saturday, October 21, 1995 ):
The media guru is not sure what you mean by ISCII codes. The guru is familiar with ISCI codes and ASCII codes, but not ISCII codes. ISCI is a broadcast commercial numbering system. Each advertiser has a company code/brand code/individual commercial number that's used to identify each commercial for trafficking purposes. ASCII is the American Standard Code for Information Interchange and is the standard 7 bit codes used to represent characters in many computer systems. Most PC's use ASCII codes. Other common codes are EBcdiC (Extended Binary Coded Decimal Interchange - used on IBM mainframes), BCD (Binary Coded Decimal), Column Binary (used on old IBM punch cards) and still the standard representation for most respondent based syndicated data (i.e. MRI, SMRB, MMS, etc.)



Back