Scenario 8-5
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months.In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands.Helene Curtis has always used an objective-and-task approach to develop advertising budgets.Due to these research results, the firm must now do a detailed build-up analysis.
-(Scenario 8-5) Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve?

Question

Quizplus · Accepted Answer

The element of the build-up analysis that identifies the demographic and geographic exposure that the advertising for the shampoo hopes to achieve is reach. Reach measures the number of target individuals or households who will be exposed to the advertising message at least once during a specific period, and it can be used to identify the potential audience for the shampoo's advertising campaign.

Scenario 8-5 Helene Curtis Is Preparing to Introduce a New Brand of Brand