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

question 52

Multiple Choice

In 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.What do these results imply?

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

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Definitions:

Certainty

The state of being sure or confident about something, often with clear, predictable outcomes.

Risk

The possibility of loss, damage, or any other undesirable event.

Uncertainty

A condition of limited knowledge where it is impossible to exactly describe existing states or future outcomes.

Cognitive Styles

The preferred way an individual processes information, reflecting differences in thinking and learning.