If an advertiser uses field experiments (such as systematically manipulating the spending amount in different areas within the country to measure the impact of advertising on the brand's awareness, sales volume, and market share) to adjust budget expenditures, they are probably using the _____ method of budgeting for advertising expense.
A)percentage of sales
B)competitive parity
C)all-you-can-afford
D)objective-and-task
E)marginal increment

Question

Quizplus · Accepted Answer

The objective-and-task method involves setting specific objectives and then determining the tasks that need to be accomplished to achieve these objectives, including how much budget is required. Field experiments to measure the impact of advertising and adjust budget expenditures accordingly align with this method, as it involves setting clear objectives (e.g., increasing brand awareness, sales volume, and market share) and determining the budget based on the tasks needed to achieve these objectives.

If an Advertiser Uses Field Experiments (Such as Systematically Manipulating