The Main Problem with Using the Objective-And-Task Approach to Setting

question 196

Multiple Choice

The main problem with using the objective-and-task approach to setting an advertising budget is that

• A) it takes the view that sales create advertising rather than advertising creates sales.
• B) it often results in overspending or underspending of the firm's resources.
• C) it does not achieve full potential in terms of stimulating demand.
• D) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.
• E) it is difficult to determine the objectives of the campaign.

---

Definitions:

Persian Gulf War

a conflict that took place from 1990 to 1991, initiated by Iraq's invasion of Kuwait, leading to military intervention by a coalition led by the United States.

Financial Account

A component of the balance of payments that records transactions involving financial assets between residents and non-residents.

Assets

Assets of economic worth owned or managed by a person, company, or nation, anticipated to bring future advantages.

Statistical Discrepancy

The difference between two sets of numbers or data points that are expected to be in agreement but are not, due to errors or variances.