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 percent. 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 approach is an example of the objective-and-task method because it involves setting a specific advertising objective of increasing inquiries by 15% and then determining the necessary advertising tasks, in this case, 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