Media Plan – Exercise 7 – Category and Brand Development Indexes (CDI & BDI) – Flashcards

The CDI and BDI identify specific markets that account for heavy usage of a product/brand, and if the advertiser intends to target the campaign toward the heavy user, these index numbers help identify those markets for the advertiser.

By convention, both CDI and BDI are rounded to whole numbers.

CDI and BDI are only one set of criteria that are used in marketing decisions about which markets deserve additional advertising weight

Represents a market where both the category and the brand are doing very well and, therefore, is a promising market. Often these markets are singled out for added media emphasis.

A market where the brand is doing poorly compared to the category. This market might be seen as one where there is room for the brand to grow. However, some research must be done to find out the reasons for the poor showing of the brand and subsequently, marketing or advertising must address the problem.

A market where even though the brand is doing well, the product category is showing lower potential. This is a situation where the reasons for the poor showing of the category must be investigated. If the category has been showing continuous decline, then it might not be worth the added investment to advertise the brand even though it might be doing well. However, if the category will remain constant or can be rejuvenated, then advertising for the brand may be worth the investment. The advertising message might need to encourage product category usage rather than brand usage exclusively.

On first glance is a no-win situation. When both the product category and brand are languishing, additional advertising investment must be based on compelling reasons