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

Question

Quizplus · Accepted Answer

A low BDI indicates that the brand has a low market share in the target market, while a high CDI suggests that the overall category has good potential for growth. Therefore, the results imply that the brand has good market potential, but currently holds a low market share.

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