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MKT 390
Marketing Promotions
9
Marketing
Undergraduate 4
02/01/2010
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Term
CPM
 Definition
Total cost/total impressions

print media
Term
CPP
 Definition
broadcast media
Term
index number
 Definition
%demo in target group/%demo in base population
Term
media mix
 Definition
brand medium expenditure/ brand total expenditure
Term
share of voice
 Definition
brand expenditure/ category expenditure
Term
high cdi/high bdi
 Definition
category and brand are strong
Term
high cdi/low bdi
 Definition
brand under performs category
Term
low cdi/high bdi
 Definition
brand out preforms category
Term
low cdi/low bdi
 Definition
brand and category doing poorly
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