Scenario 8-3 After Working as an Account Executive in an Advertising Agency

question 45

Multiple Choice

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided to chuck it all and be your own boss.You buy a neighborhood hardware store from a man who has owned and run the business for the past 52 years-Springfield Hardware.He sells the store and all the inventory, with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found.You hand him a cashier's check, and he leaves without looking back.He heads to a vacation at a Club Med, and you head to an office that hasn't been cleaned in 52 years to create your ad plan.
-(Scenario 8-3) Your goals are very important at this stage, and you want to avoid budgeting methods that neglect to consider goals.This means that you can cross off one approach that is notorious for failing to relate advertising dollars to advertising objectives.And since you have no past records, this method would be impossible to implement anyway.Which one is it?

• A)share-of-market approach
• B)share-of-voice approach
• C)percentage-of-sales approach
• D)objective-and-task approach

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Definitions:

Frontal Lobes

The part of the brain located at the front of each cerebral hemisphere, responsible for problem solving, decision making, and controlling behavior and emotions.

Low Arousal

A state characterized by reduced physiological and psychological activity and responsiveness.

Antisocial Personality Disorder

A psychological condition marked by a persistent tendency to ignore or infringe upon the rights of others over an extended period.

Frustration Tolerance

The individual's capacity to withstand frustration without developing maladaptive behaviors or emotional responses.