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

question 19

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) 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

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Definitions:

Custom Installation

The process of installing only those features of a software program that a user wants on the hard drive.

Data Category

A classification of data based on shared characteristics, making data management more efficient.

Audio Compression

A technique to reduce the size of audio files by removing unnecessary data, while trying to maintain the original sound quality as much as possible.

MP3

A digital audio format widely used for storing music files and audio streaming, known for its compression capabilities.