In order to fund industrywide advertising, managers of trade associations often to do all of the following except which one?

Question

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Setting each member's payment equal to the total cost of the advertising would not take into account the marginal benefit received by each member from the advertising. This would be unfair to members who receive a lower benefit but are still being charged the same amount. Therefore, all of the other options listed would be more appropriate ways to ensure a fair distribution of costs among members based on their individual benefit from the advertising.

In Order to Fund Industrywide Advertising, Managers of Trade Associations