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

---

Definitions:

Axial Hydrogens

Hydrogen atoms positioned along the axis of a molecule, perpendicular to a specified plane, often referring to cyclohexane conformations.

Cyclohexane

A saturated hydrocarbon with the molecular formula \(C_6H_{12}\), consisting of a ring of six carbon atoms, and is often used as a nonpolar solvent in chemistry.

Alkyl Substituents

Alkyl substituents are groups of carbon and hydrogen atoms attached to a molecule, derived from alkanes by removing one hydrogen atom.

Axial

A term used in chemistry to describe positions in a molecule that are parallel to the axis of symmetry, often referring to substituents in cyclic compounds.