The Main Problem with Using the Objective-And-Task Approach to Setting

question 196

Multiple Choice

The main problem with using the objective-and-task approach to setting an advertising budget is that

• A) it takes the view that sales create advertising rather than advertising creates sales.
• B) it often results in overspending or underspending of the firm's resources.
• C) it does not achieve full potential in terms of stimulating demand.
• D) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.
• E) it is difficult to determine the objectives of the campaign.

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Definitions:

Intellectual

Relating to the ability to think and understand ideas and information at a high level.

Communication Competency

The ability to effectively transmit, receive, and interpret ideas, information, and feelings through verbal and non-verbal means.

Incivility

Rude or unsociable speech or behavior that violates workplace norms for mutual respect.

Rude

Describing behavior or speech that is impolite, disrespectful, or discourteous to others.