The advertising appropriation is the:
A) decision as to what is proper for the target audience to view.
B) decision from top management of the company about which types of media are appropriate for the ad agency to use.
C) degree to which the ad effectively reached the target audience.
D) effectiveness with which the money spent on an ad campaign delivered the appropriate message to its audience.
E) total amount of money designated for advertising in a given period.
Question 2
The Acme Toy Company introduced a new electric train, the Silver Bullet, in its Christmas catalog last year. Within four days of the catalog's mailing date, Acme had received phone orders for its entire inventory of trains. Jeff Murrah, the sales manager responsible for the Silver Bullet, was delighted with the product's success. However, his excitement was overshadowed by the ____ cost resulting from lost sales that his division would suffer.
A) variable
B) stock-out
C) opportunity
D) fixed
E) holding
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