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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 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.
a. execution
b. production
c. frequency
d. reach
Answer
This answer is hidden. It contains 1 characters.
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