- A.Russell Colley's framework setting advertising objectives by communication stage — Awareness, Comprehension, Conviction, Action — to make ads measurable.
- B.A coordinated approach to platforms (Instagram, TikTok, LinkedIn, etc.) covering content, community, paid amplification, and conversion measurement.
- C.GRP — Reach × Frequency × 100 — is the universal media-buying currency; TRP measures only the target demographic, providing more decision-relevant precision.
- D.Four methods for setting an advertising budget — affordable, percentage of sales, competitive parity, and objective-and-task — each with different strategic implications. ✓
Advertising Budget Methods is four methods for setting an advertising budget — affordable, percentage of sales, competitive parity, and objective-and-task — each with different strategic implications. The other options describe related but distinct concepts in Promotion & IMC — see the deep-dive guide for the full distinction.
How to think about questions like this
Most firms use the easiest method, not the best one. Questions like this test whether you can distinguish Advertising Budget Methods from neighboring concepts. The most common trap is choosing a closely-related concept that sounds similar but applies in a different context.
When you see a definition question on an exam, do two things: (1) translate the question into your own words, then (2) generate the answer in your own words before reading the options. This avoids the cognitive bias of recognizing a familiar phrase as correct just because it is familiar.