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Question
Scenario 8-5Helene 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.
The advertising agency for Helene Curtis is in the process of doing a build-up analysis. This means it is
a. isolating the key costs in moving from awareness to preference to purchase of the shampoo.
b. determining the cost of building up awareness of the new shampoo to a predetermined level.
c. adding up each cost associated with a task identified in the advertising plan for the shampoo.
d. determining the approximate time frame that will be necessary to meet all advertising objectives in promoting the shampoo.
Answer
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