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Author Question: On what types of information do managers who use the match-industry-norms method ... (Read 76 times)

jCorn1234

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on: Jun 29, 2018
On what types of information do managers who use the match-industry-norms method rely?

Question 2

On what assumption are all competitive-parity budgeting methods based?


thall411

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Reply #1 on: Jun 29, 2018
Answer to Question 1

The match-industry-norms method states that an effective marketing communications budget is equivalent to the industry average or norm. Marketing communications managers who rely on this method seek and fund studies to gather data establishing the industry norms.

Answer to Question 2

Competitive-parity methods are based on a basic assumption that the competition's level of expenditure is effective and is based on well-articulated logic.


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