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Setting an advertising budget is a forecasting exercise. What are the fundamental principles that should be adhered to when undertaking forecasting? Be conservative and use
Setting an advertising budget is a forecasting exercise. What are the fundamental principles that should be adhered to when undertaking forecasting?
Be conservative and use the best evidence-based technique available
Be innovative and use multiple methods and choose the optimal one
Be conservative and use multiple evidence-based techniques, taking the average result
Be innovative and use multiple evidence-based techniques, taking the average result
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