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brand's performance. He or she would use a weight.75 with the BDI values and.25 with the CDI values of each geography to calculate a weighted sum and a percentage for each of the markets. New product launches usually require initial heavy advertising to create brand awareness and interest. Population, this city contributes only.7 of visitors to Louisiana. Simmons 15 and MRI 16 offer brand usage data for many national brands. We also chose it because its an appropriate mid-sized market. Just how much does domain name matter? A commercial that runs three times during a 30-minute television program will result in higher message repetition than the same commercial that runs once in three different programs. No matter which television channel an audience member tunes in at that time, they have the opportunity to watch the commercial. P G expects sales of Fusion to reach 1 billion in sales by year three. Org Tucson ( nagement and Orlando ( ).
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New York: Lexington Books. Reach Considerations As a major component of media objectives, the planned level of reach affects not only media mix decisions but also what media vehicles are used in each media category. The media concentration approach is often preferable for brands that have a small or moderate media budget but intend to make a great impact. One way is to analyze the audience composition of media vehicles by using syndicated media research. Setting Communication Goals Media planners can set communication goals based on the level of reach. 19 Vehicle exposure represents only an opportunity to see an ad, not necessarily that the ad has actually been seen. An integrated campaign, such as the one described for P G's Fusion shaving system, might use multiple categories - combining national TV ads to introduce the product, Internet media to provide one-to-one information, and in-store displays to drive artfinder discount code uk sales. Media planners will choose a national approach if sales are relatively uniform across the country, such as for Tide laundry detergent or Toyota automobiles.
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