In highly intensive markets, firms will often use the _____ method for developing the communications budget to ensure the firm's spending is in line with their primary competitors and to prevent erosion of their market share.

Question

Quizplus · Accepted Answer

The competitive-parity method involves setting the communications budget to match or exceed the spending of competitors, which is crucial in highly competitive markets to maintain market share.

In Highly Intensive Markets, Firms Will Often Use the _____