In Calculating Both the Brand Development Index (BDI) and the Category

question 100

Multiple Choice

In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI) , a media planner obtains the following results: Low BDI and Low CDI. What do these results imply?

• A) Low market share and poor market potential
• B) Low market share and good market potential
• C) High market share and good market potential
• D) High market share and monitor for sales decline

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Definitions:

Countertransference

In psychotherapy, it refers to the emotions and projections that the therapist may feel towards the patient.

Free Association

A psychoanalytic process in which patients express their thoughts freely, letting their mind wander without censorship, to uncover unconscious thoughts and feelings.

Fear of Women

An irrational fear or aversion to women, known as gynophobia.

Psychodynamic School

A psychological perspective that emphasizes unconscious psychological processes and contends that childhood experiences are crucial in shaping adult personality.