When using the percentage-of-sales approach for determining the advertising appropriation, marketers
A. base their funding on a percentage of the competitors' sales.
B. multiply the firm's past sales by a set percentage they want to spend.
C. set sales objectives for the upcoming period and base appropriations on these goals.
D. multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage.
E. use an industry standard to determine what percentage of their profits they want to allocate to advertising.
Answer: D
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____________ create value by solving clients’ problems through the direct application of expert knowledge.
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