Recently, Sears spent much of its communication budget advertising the "Softer Side of Sears" campaign since it felt the customer knew very little of Sears' apparel assortments, and there would be a substantial return from advertising apparel versus advertising the more well-known appliances. What principle for budget allocation was Sears probably using?

Question

Quizplus · Accepted Answer

The high-assay principle involves allocating the budget to areas that are expected to yield the highest returns. Sears focused on advertising apparel, which was less known, anticipating a substantial return compared to advertising their well-known appliances.

Recently, Sears Spent Much of Its Communication Budget Advertising the "Softer