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

question 114

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 High CDI. Which of the following is likely to be true of the product class and the product?

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

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Definitions:

Operating Cash Flow

Cash generated from the normal business operations of a company, excluding capital expenditures and investment income or expenses.

Comprehensive Income

A measure of all changes in equity of a company that result from recognized transactions and other economic events of the period, excluding transactions with owners in their capacity as owners.

Net Sales

The revenue generated from goods or services sold by a company after returns, allowances for damaged or missing goods, and discounts are subtracted.

Operating Expenses

Incurred expenses not directly tied to the production of goods or services, such as administrative and sales expenses, that are necessary for running a business.