Scenario 8-5 Helene Curtis Is Preparing to Introduce a New Brand of Brand

question 70

Multiple Choice

Scenario 8-5
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market. 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.
-(Scenario 8-5) 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

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Definitions:

Sodium Gate

A protein channel in cell membranes that allows sodium ions to pass through, playing a key role in the generation and propagation of nerve impulses.

Ligand-Gated

Referring to ion channels that open in response to the binding of a chemical messenger (ligand), such as a neurotransmitter.

Acetylcholine

A neurotransmitter involved in many functions including muscle movement, heart rate, and the modulation of brain activity.

GABA

Gamma-Aminobutyric Acid, an inhibitory neurotransmitter in the central nervous system that plays a key role in reducing neuronal excitability throughout the nervous system.