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41)In 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. What do these resultsimply?A)Low market share and poor market potentialB)High market share and good market potentialC)High market share and monitor for sales declineD)Low market share and good market potentialAnswer: C
42)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 resultsimply?
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43)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 resultsimply?
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44)Which of the following situations offers the advertiser the least attractive marketing opportunity?
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45)Which of the following indices reflects a company with low market share in a given market?A)Low category development index (CDI)B)High category development index (CDI)C)Low brand development index (BDI)D)High brand development index (BDI)Answer: C
46)Which of the following scenarios indicates that the brand is not doing well and it would beworthwhile to determine the reasons and make some changes?
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47)In terms of advertising, scheduling constant advertising without variation is referred to as:
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23.General Foods wishes to determine the percentage of Maxwell House coffee sold in a geographic area ascompared with the percentage of the total population in this market. The most appropriate index to usewould be:
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24.To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area,a company should use:
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25.The rate of product usage in a geographical area may be calculated through the use of:
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26.The category development index is similar to the Brand Development Index (BDI) except that it:A. uses information about the product category.B. is more specific.C. is concerned with companies and not with products.D. is tied to an economic index.E. is less reliable.
27.After calculating both the brand development index (BDI) and the category development index (CDI), amedia planner obtains the following results: High BDI and Low CDI. What do these results imply?
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28.After calculating both the brand development index (BDI) and the category development index (CDI), amedia planner obtains the following results: High BDI and High CDI. What do these results imply?
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