Debra Has Been Given the Responsibility of Determining the Advertising

Multiple Choice

Debra has been given the responsibility of determining the advertising appropriation for her firm's newest marketing campaign. At first she thinks that determining the advertising objectives and breaking them into tasks is the best way. However, Debra notices that past sales have been relatively constant, she multiplies the firm's past sales by a standard percentage based on what her firm usually spends on advertising. Debra is using the ________________ approach. The problem of this approach is that it assumes _________________________.

A) objective-and-task; the effort required is minimal
B) objective-and-task; advertising creates sales
C) percent-of-sales; advertising creates sales
D) objective-and-task; sales create advertising
E) percent-of-sales; sales create advertising