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

question 155

Multiple Choice

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?

• A)Competitive parity
• B)Percent of sales
• C)Arbitrary
• D)Affordability
• E)Objective-and-task

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Definitions:

Central Route

A persuasive communication strategy that focuses on logical arguments and high-quality information to influence beliefs, attitudes, and behaviors.

Automatic Processing

Cognitive processes that occur without conscious thought or effort, often enabling quick responses or decisions based on learned information.

Peripheral Cue

in the context of persuasion, refers to environmental or contextual factors that influence people's attitudes or responses, rather than the central quality of the message itself.

Year-To-Year Temperatures

Relates to the comparison of temperatures over consecutive years, often used in the study of climate change and global warming trends.