If an advertiser spells out the goals of their communication strategy and determines what they would like to accomplish with advertising and then plans a budget
Accordingly, they are probably using the ______________ method of budgeting.
A) percentage of sales
B) competitive parity
C) all-you-can-afford
D) objective-and-task
E) marginal increment

Question

Quizplus · Accepted Answer

The method described in the question, where an advertiser sets objectives for their advertising and develops a budget based on the specific tasks needed to accomplish those objectives, is the objective-and-task method of budgeting. This method is considered a more effective way to allocate advertising dollars than methods such as percentage of sales or all-you-can-afford, as it ties spending directly to achievable goals.

If an Advertiser Spells Out the Goals of Their Communication