Scenario 8-4 American Express Is Dissatisfied with the Degree of Penetration of Penetration

question 85

Multiple Choice

Scenario 8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S.market.Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture.American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.
-(Scenario 8-4) American Express marketers say they do not use the ____ advertising budgeting method because if sales begin to decrease in this segment, so will their budget.

• A)share-of-market approach
• B)percentage-of-sales approach
• C)share-of-voice approach
• D)objective-and-task approach

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Definitions:

Brain

The complex organ located in the head responsible for controlling thoughts, memory, emotions, touch, motor skills, vision, breathing, temperature, hunger, and every process that regulates our body.

Gastroesophageal Reflux

A digestive disorder where stomach acid or bile irritates the food pipe lining, often referred to as GERD.

Gastric Acid

The digestive fluid produced by the stomach, primarily composed of hydrochloric acid, which helps in food digestion.

Esophagus

The muscular tube that conveys food and liquids from the mouth to the stomach.