You are the manager of Pepsi Cola and you are using Schroer's regional budget-setting method against the leading competitor, Coca-Cola. In which ONE set of regional conditions should Pepsi MATCH Coke's advertising spending?
A) Pepsi is the leader brand, and Coke's SOV/SOM ratio is below 1.0.
B) Pepsi is the follower brand, and Coke's SOV/SOM ratio is below 1.0.
C) Pepsi is the leader brand, and Coke's SOV/SOM ratio is 1.0 or higher.
D) Pepsi is the leader brand, and Coke's SOV/SOM ratio is below 1.0
E) Coke is the leader brand, and Pepsi's SOV/SOM ratio is below 1.0.
Correct Answer:
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