MCOM 323 Lecture Notes - Lecture 4: Media Market
20 Sep 2017
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*if the index numbers are less than 10 apart, you must look at which group has the largest number of people (000) in order to decide the next best group for that situation. Geographic market definitions: broad specific, national (entire country, regional, designated market area (dma, metropolitan survey area(msa, spot (local, *does the market consist of small, multiple markets, or one large, broad. Designated market areas (dmas) market: a group of counties that make up a particular television market, (cid:1006)(cid:1005)(cid:1004) dma"s divided the states, not just a city, represe(cid:374)t the geographi(cid:272) (cid:271)ou(cid:374)dary that the (cid:272)ity"s (cid:373)ajor tv statio(cid:374) sig(cid:374)al (cid:272)a(cid:374) reach. Metro areas (metropolitan survey areas: msas: about media whose media (cid:272)overage s(cid:373)aller tha(cid:374) televisio(cid:374)"s, radio stations, newspapers, outdoors, etc, *msa is a smaller geographic unit than dmas. Market indexes: how well does the brand or the product category perform relative to the number of people living in the area, brand development index (bdi, category development index (cdi)
