To Employ the Profit-Maximization Rule for Budget Setting,the Advertising Decision

Multiple Choice

To employ the profit-maximization rule for budget setting,the advertising decision maker must know the _____ for every brand for which a budgeting decision will be made.

A)  consumer-response factors 
B)  sales-to-advertising response function 
C)  availability ratio 
D)  return on investment calculation 
E)  hierarchy-of-effects model