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

question 115

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:

Steroids

A class of organic compounds with a characteristic molecular structure containing four rings of carbon atoms; found naturally in plants, animals, and fungi, and are used in medicine, often as hormones.

Micelle

A spherical aggregate of surfactant molecules dispersed in a liquid colloid, where the hydrophilic heads face outward and the hydrophobic tails are tucked inside.

Lecithin

A fatty substance found in plant and animal tissues, composed of phospholipids, and is used as an emulsifier in food and pharmaceutical products.

Diterpene

A type of terpene consisting of four isoprene units, making up 20 carbon atoms, often found in essential oils and used in medicines and perfumes.