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

question 57

Multiple Choice

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

• A)High market share; good market potential
• B)Low market share; good market potential
• C)High market share; monitoring required for sales decline
• D)Low market share; poor market potential
• E)High market share; not a good market to advertise in

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Definitions:

Cost-volume-profit Analysis

A financial analysis tool that helps in determining the effect of changes in costs and volume on a company's profit.

PERT

An acronym for Program Evaluation and Review Technique, a statistical tool used in project management, designed to analyze and represent the tasks involved in completing a given project.

Pareto Analysis

A method used in quality control and business to identify the few critical causes that account for most of an effect, enabling prioritization of effort.

Project Life Cycle

The series of phases that a project goes through from its initiation to its closure.