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:

Reaction Formation

A defense mechanism where an individual acts in a manner opposite to their actual feelings or impulses.

Psychic Energy

A concept in psychoanalysis that refers to the force or influence behind human behaviors, emotions, and thoughts, often tied to unconscious processes.

Structural Theory

A theory in psychology and psychoanalysis that divides the psyche into three distinct parts (id, ego, and superego), each with its own roles and dynamics.

Freud

The founder of psychoanalysis, a discipline concerning the study of unconscious motivations and conflicts.