Scenario 8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.
-(Scenario 8-4)Within the ______ portion of its advertising plan,American Express suggests that the most important outcome of the campaign will be for Visa customers to start switching to American Express in this market segment.

Question

Scenario 8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.
-(Scenario 8-4)Within the ______ portion of its advertising plan,American Express suggests that the most important  outcome of the campaign will be for Visa customers to start switching to American Express in this market segment.

Quizplus · Accepted Answer

The objective portion of the advertising plan outlines the specific goals that American Express wants to achieve through its advertising campaign, which includes increasing penetration in the small business market by encouraging more usage of the Gold Rewards Plus card for purchasing office supplies and durable goods. The objective of the campaign is to get Visa customers to switch to American Express, which is a specific communication objective aimed at a certain target market.

Scenario 8-4 American Express Is Dissatisfied with the Degree of Penetration of Penetration