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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.
Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve?
a. Frequency
b. Media
c. Production
d. Reach
Answer
This answer is hidden. It contains 1 characters.
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