Scenario 8-5
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market. 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)The advertising agency for Helene Curtis is in the process of doing a build-up analysis.This means it is:

Question

Quizplus · Accepted Answer

A build-up analysis involves adding up the costs associated with each task identified in the advertising plan for the new product. This will help determine the total advertising budget needed for the campaign. Option A refers to the process of isolating key costs in moving from awareness to preference to purchase, which is part of the build-up analysis. Option B is only focused on determining the cost of building up awareness, ignoring the other necessary tasks. Option D refers to determining the time frame needed to meet advertising objectives, which is important but not the main focus of a build-up analysis.

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