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Question
(p.196)According to the text, a firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years may have a tendency to:
A.become overly competitive in all marketing activities.
B.rely too heavily on the budget buildup method.
C.maintain a lower percentage of media exposure than its competitors.
D.be bold in their attempt to link advertising dollars with sales objectives.
E.overreact if competitors increase their advertising budgets.
Answer
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