Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers 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 money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
-(Scenario 8-1)It is ultimately decided that the ad budget will base spending on what needs to be accomplished from a communications standpoint.This would be the:

Question

Quizplus · Accepted Answer

The objective-and-task approach is the best choice because it involves setting specific objectives and then determining the tasks necessary to achieve those objectives, along with the cost of each task. This approach would enable the advertising agency to base spending on what needs to be accomplished from a communications standpoint, and ensure that the budget is utilized in the most effective way. The percentage-of-sales approach would not take into account the specific objectives and tasks necessary to achieve them, while the share-of-voice approach and the response model approach are not appropriate for determining the ad budget.

Scenario 8-1 You Are Owner of a 19-Person Advertising Agency in a in a Major