Danielle Robinson, account representative for Expert Advertising, tells D'Orazio Tile Products that she is proposing to use five full-page, four-colour ads in home decorating magazines to achieve an increase of 15 per cent in consumer and builder inquiries.This approach is an example of which method of determining advertising expenditure levels?
A)Competitive parity
B)Percent-of-sales
C)Arbitrary
D)Affordability
E)Objective-and-task

Question

Quizplus · Accepted Answer

This approach is an example of the objective-and-task method, where the advertising expenditure is based on the specific objectives of the campaign, such as increasing consumer and builder inquiries by 15%. This method involves determining the tasks that need to be accomplished, estimating the costs associated with each task, and then setting the advertising budget accordingly.

Danielle Robinson, Account Representative for Expert Advertising, Tells D'Orazio Tile