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)American Express has decided to do a specific type of analysis that focuses on reach,frequency,time frame,production costs,media expenditures,and other specific elements.These factors are always included in a(n) analysis.

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)American Express has decided to do a specific type of analysis that focuses on reach,frequency,time frame,production costs,media expenditures,and other specific elements.These factors are always included in a(n)                analysis.

Quizplus · Accepted Answer

This type of analysis is known as a build-up analysis, which focuses on the detailed aspects of a marketing campaign such as reach, frequency, time frame, production costs, and media expenditures, specifically tailored to achieve certain communications objectives.

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