"Advertising is defensive" is the basic philosophy underlying the _____ to determine the advertising budget.

Question

Quizplus · Accepted Answer

The philosophy that "advertising is defensive" suggests that companies need to match the advertising spending of their competitors to maintain their market share and defend against competitive threats. This philosophy is the basis for the competitive parity approach, where companies set their advertising budgets based on what their competitors are spending. The other options (B, C, and D) do not stem from this defensive philosophy and are not directly related to competitor spending.

"Advertising Is Defensive" Is the Basic Philosophy Underlying the _____