Debra has been given the responsibility of determining the advertising appropriation for her firm's newest marketing campaign. At first she thinks that determining the advertising objectives and breaking them into tasks is the best way. However, Debra notices that past sales have been relatively constant, she multiplies the firm's past sales by a standard percentage based on what her firm usually spends on advertising. Debra is using the ________________ approach. The problem of this approach is that it assumes _________________________.
A) objective-and-task; the effort required is minimal
B) objective-and-task; advertising creates sales
C) percent-of-sales; advertising creates sales
D) objective-and-task; sales create advertising
E) percent-of-sales; sales create advertising

Question

Quizplus · Accepted Answer

Debra is using the percent-of-sales approach, which assumes that sales create advertising by basing the advertising budget on a percentage of past sales.

Debra Has Been Given the Responsibility of Determining the Advertising