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. within various sections of the portion of its advertising plan, american express explains how and why visa has been more successful at penetrating the small business market because of lower fees.
