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Under the Competitive Parity Method, the Communication Budget Is Set

Question 49

Multiple Choice

Under the competitive parity method, the communication budget is set so that


A) sales forecasts will not affect the budget.
B) it resembles a fixed percentage of sales.
C) surplus cannot be allocated to other categories.
D) it is equal to the communication expenditure of competitor(s) .
E) retailers can exploit opportunities they confront in the market.

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