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Question
Scenario 8-1You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.
The folks at Girl Powerz initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated. This would be the:
a. percentage-of-sales approach.
b. ethnocentric method.
c. advertising response function.
d. share-of-voice approach.
Answer
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