Scenario 8-1
You are owner of a 15-person advertising agency in a major market.You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise.If you land the account, it will be your biggest revenue producer by far.You'll be able to staff up, move to a nicer space, and buy some decent office furniture.It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day.Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.
-(Scenario 8-1) The folks at Girl Powerz initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated.This would be the:

Question

Quizplus · Accepted Answer

The advertising budgeting method being considered by Girl Powerz is the advertising response function, which identifies the mathematical relationship between ad dollars spent and sales generated. The percentage-of-sales approach sets the advertising budget as a percentage of past or projected sales, while the ethnocentric method focuses on the advertising approaches and practices of the home country rather than the local market. The share-of-voice approach sets the advertising budget based on maintaining a certain percentage of total advertising spending in the industry.

Scenario 8-1 You Are Owner of a 15-Person Advertising Agency in a in a Major