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ID: A 10. (Scenario 8-5) In using the objective-and-task approach, American Express has decided to do a build-up analysis. Which of the following factors should be considered in this analysis? a. reach b. frequency c. time frame d. all of these should be considered Scenario 8-6 Helene 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 products but said that it is different enough from existing brands that significant education (through promotion) will be needed to convince customers to switch from their existing brands. Previously Helene Curtis always used an objective-and-task approach to develop advertising budgets. Due to the research results, the firm must do a build-up analysis to make sure that all appropriate factors are considered in terms of cost. 11. (Scenario 8-6) Which of the following elements of build-up analysis in concerned with identifying the demographic and geographic exposure the advertising is to achieve? a. reach b. frequency c. integration of all promotional costs d. media expenditures 12. (Scenario 8-0) Which of the following elements of build-up analysis is concemed with the number cof exposures required to accomplish desired advertising objectives? a. frequency b. production costs c. media expenditures d. ancillary costs Most research concerning the contentious environment in advertising agencies places thedepartment in a central position as a focus of the conflict. a. creative b. account service c. media planning d. production 13. 14. It is common that members of an advertising agency's account management team perceive creatives as experts in expression with words and visuals. However, they also believe that creatives often do not: give a hoot about media placement b. a. c. d. stick to schedules share management's goals care about client opinions The foremost goal of repetition advertising is to: a. change brand preferences b. promote brand recall c persuade new brand users d. 5. serve as a linguistic device

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