1. What reasons can you give for certain industries investing considerably larger proportions of their sales in advertising than other industries?
2. Compare the difference between precisely wrong and vaguely right advertising objectives. Give an example of each.
3. Some critics contend that the use of the percentage-of-sales budgeting technique is illogical. Explain. 4. Explain how an advertising budget setter could use two or more budgeting heuristics in conjunction with one another?
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