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 for the advertising campaign, identifying the tasks needed to achieve those objectives, and then estimating the costs associated with those tasks. Field experiments can be used to gather data and insights that inform these objectives and tasks, making the objective-and-task method the best choice for using field experiments to adjust advertising budgets. The other methods listed do not take into account specific objectives and do not involve conducting field experiments.

If an Advertiser Uses Field Experiments (Such as Systematically Manipulating