In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results imply?
A) Low market share and poor market potential
B) Low market share and good market potential
C) High market share and good market potential
D) High market share and monitor for sales decline

Question

Quizplus · Accepted Answer

A low BDI implies a low market share for the brand within the target audience, while a low CDI suggests poor market potential for the entire product category within the target audience. Therefore, both low BDI and low CDI together indicate low market share and poor market potential.

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