A Firm That Has Used the Share-Of-Market/share-Of-Voice Method for Allocating

A firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years will most likely have a tendency to

A) become overly competitive in all marketing activities.
B) rely too heavily on the budget-buildup method.
C) maintain a lower percentage of media exposure than its competitors.
D) be bold in its attempt to link advertising dollars with sales objectives.
E) overreact if competitors increase their advertising budgets.