Norma Has Been Given the Responsibility of Determining the Advertising

question 149

Multiple Choice

Norma has been given the responsibility of determining the advertising appropriation for her firm's newest marketing campaign. At first she thinks that determining the advertising objectives and breaking them into tasks is the best way. However, Norma notices that past sales have been relatively constant, she multiplies the firm's past sales by a standard percentage based on what her firm usually spends on advertising. Norma is using the ________________ approach. The problem of this approach is that it assumes _________________________.

• A)objective-and-task; the effort required is minimal
• B)objective-and-task; advertising creates sales
• C)percent-of-sales; advertising creates sales
• D)objective-and-task; sales create advertising
• E)percent-of-sales; sales create advertising

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Definitions:

Sunk Cost

A past cost that has already been incurred and cannot be recovered, which should not influence future financial or business decisions.

Net Operating Income

The profit generated from a company's ordinary, day-to-day business operations, calculated by subtracting operating expenses from gross profit.

Contribution Approach

A method of income statement presentation where variable costs are deducted from sales to find the contribution margin.

Expected Cost

An estimate of the cost associated with a project or production, taking into account various factors like labor, materials, and overhead.