In the Late 90s, Sears Spent Much of Its Communication

Multiple Choice

In the late 90s, 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 thus there would be a substantial return from advertising apparel versus advertising the more known appliances. What principle for budget allocation was Sears potentially using?

A) Percentage of sales method
B) Rule of thumb method
C) Asset principle
D) High-assay principle
E) Affordable method