Recently,Sears spent much of its communication budget advertising the "Softer Side of Sears" campaign since it felt the customer knew very little of Sears' apparel assortments,and there would be a substantial return from advertising apparel versus advertising the more well-known appliances.What principle for budget allocation was Sears probably using?
A) Percentage of sales method
B) Competitive parity method
C) Affordable method
D) High-assay principle
E) Objective-and-task method

Question

Quizplus · Accepted Answer

The high-assay principle involves allocating more budget to areas that are expected to yield the highest returns, which aligns with Sears' strategy to focus on advertising apparel for better returns.

Recently,Sears Spent Much of Its Communication Budget Advertising the "Softer