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

Question

Quizplus · Accepted Answer

A high BDI indicates that the brand is performing well in the market, while a low CDI suggests that the overall category is not doing well. This implies that the market is good for advertising the brand, but there should be monitoring for any sales decline due to the low category performance.

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