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Though the method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and

Though the
method of setting an advertising budget is simple to use and helps management think about the relationships among
promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
affordable
regression
objective-and-task
competitive-parity
percentage-of-sales

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