Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15%. This approach is an example of which of the following methods of determining advertising expenditure levels?
A) Competitive parity
B) Percent of sales
C) Arbitrary
D) Affordability
E) Objective-and-task

Question

Quizplus · Accepted Answer

This is an example of the objective-and-task method, where the advertiser sets specific objectives and then determines the necessary tasks and budget to achieve those objectives. Robinson has set a specific objective of increasing inquiries by 15%, and has proposed a specific task (using 5 full-page, four-color ads in home-decorating magazines) to achieve that objective.

Danielle Robinson, Account Representative for EXpert Advertising, Tells D'Orazio Tile