Gabriella's is an Italian producer of fashion jeans. In this highly competitive market, the firm wishes to match the advertising efforts of its competitors by achieving a share of voice (promotion) which is roughly equal to its share of market (sales). This approach to promotional budgeting is called
a. all you can afford
b. percent of sales
c. allocation per unit
d. competitive parity
e. objective and task
Answer: d. competitive parity
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