Nathan Is Determining Next Year's Advertising Budget by Establishing Specific

question 77

Multiple Choice

Nathan is determining next year's advertising budget by establishing specific marketing objectives,assessing the communication functions that must be performed to accomplish those objectives,determining advertising's role in the total communication mix,establishing specific advertising goals in terms of the levels of measurable communication response required to achieve the marketing objectives,and establishing the budget based on estimates of expenditures required to accomplish the advertising goals.Which advertising budgeting method is Nathan using? 

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

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Definitions:

Preparedness

The state of being ready and able to deal with future events or emergencies.

Neuroticism

A broad personality trait associated with chronic anxiety, insecurity, and self-consciousness.

Classical Conditioning

A type of learning in which a neutral stimulus acquires the capacity to evoke a response that was originally evoked by another stimulus.

Depressive Disorders

A collection of psychological disorders marked by continuous experiences of melancholy, despair, and an absence of enthusiasm or joy in pursuits.