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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 build-up analysis will also address costs not listed elsewhere, particularly those associated with advertising to the trade and doing specialized research. Which factor does this involve?
a. Ancillary costs
b. Production costs
c. Media expenditures
d. Promotional costs
Answer
This answer is hidden. It contains 1 characters.
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