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

question 109

Multiple Choice

After calculating both the brand development index (BDI) and the category development index (CDI) , a media planner obtains the following results: high BDI and low CDI.Which of the following information can be deduced from this data?

• A)good sales potential for both product and brand
• B)low market share for product but good market potential
• C)good market to advertise in but requires sales decline monitoring
• D)product category has high potential and brand is performing well
• E)poor market for advertising and potential for loss

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Definitions:

External Attribution

The process of attributing the cause of one's own or others' behavior to external factors or situations.

Stable External

A term used to describe factors outside an individual that are consistent and unchanging, influencing behavior or circumstances.

Unstable External

This refers to external attributions for behavior that are variable or subject to change, such as luck or temporary circumstances.

Stable Internal

A term describing traits, beliefs, or motivations within an individual that are consistent over time and across different situations.