Which Method for Establishing the Total Marketing Communications Budget Sets

question 38

Multiple Choice

Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?

• A) comparative-parity method
• B) objective-and-task method
• C) affordable method
• D) competitive-parity method
• E) percentage-of-sales method

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Definitions:

Sensory Systems

The physiological parts of an organism that allow it to perceive the world through senses like sight, sound, smell, taste, and touch.

Symphony

An elaborate musical composition for full orchestra, typically in four movements, at least one of which traditionally uses sonata form.

Sensation

The initial process of detecting and responding to environmental stimuli through the sense organs.

Perception

The process of organizing, interpreting, and understanding sensory information.