A Local Hardware Store Owner Is Preparing an Annual Advertising

Multiple Choice

A local hardware store owner is preparing an annual advertising budget for his firm.While doing so,he considers his competitors' budgets as benchmarks and uses them to make specific allocations to the promotion mix in his budget.He believes that other established hardware firms in the industry know what they are doing and have goals similar to his.Based on these factors,which of the following methods for establishing an advertising budget is he most likely to use?

A) The all-you-can-afford approach
B) The task approach
C) The competitive parity approach
D) The research approach