List and briefly describe the most commonly-used methods for setting advertising budgets
What will be an ideal response?
a. Objective and task – budgeting by advertising objectives and the tasks needed to achieve those objectives is a logically appealing approach in that the marketing manager first determines the advertising objectives to be achieved, then chooses a media plan to reach those goals.
b. Percentage of sales – the manager using the percentage-of-sales method approaches advertising as a cost to be borne and selects a percentage of sales, either past or expected, to devote to advertising.
c. Competitive parity – this approach to budgeting attempts to spend at levels proportional to the competition's spending.
d. Affordability – this method is the ultimate in "advertising as a cost of doing business" thinking and is similar in spirit to the percentage-of-sales method.
e. Experimentation – with this approach, you try different levels of spending, either in different regions or in more controlled settings, and monitor the results.
f. Decision calculus – computerized decision support systems help structure budget decisions systematically.
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All of the following employees hold line positions in Anthea Electric EXCEPT:
A) vice president of production B) vice president of finance C) manager of the Valhalla Plant D) vice president of sales
The prevention of significant deterioration (PSD) program was developed to prevent deterioration in air quality that would create health problems for those affected
a. True b. False Indicate whether the statement is true or false
Why are expressions of "mass praise" to employees less effective?
What will be an ideal response?