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

Multiple Choice

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) Objective-and-task method
B) Affordable method
C) High-assay principle
D) Percentage of sales method
E) Competitive parity method