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 number of exposures required to accomplish the advertising objectives for the shampoo,referred to as ,will also be included in the build-up analysis for Helene Curtis.

Question

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 number of exposures required to accomplish the advertising objectives for the shampoo,referred to as                 ,will also be included in the build-up analysis for Helene Curtis.

Quizplus · Accepted Answer

The number of exposures required to accomplish the advertising objectives is known as frequency. This information will be included in the build-up analysis for Helene Curtis along with other components such as reach, media costs, and production costs. Therefore, option C is the correct choice. Execution and production refer to different aspects of creating an advertising campaign, while reach refers to the number of people who are exposed to the ad.

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