You are a marketing manager evaluating two advertising campaigns. Campaign X has a higher cost but a proven track record of success, while Campaign Y is more affordable but is untested. What…
Question and options
You are a marketing manager evaluating two advertising campaigns. Campaign X has a higher cost but a proven track record of success, while Campaign Y is more affordable but is untested. What decision-making criterion would be most relevant in this scenario?
- Emotional appeal
- Cost-benefit analysis
- Market demand analysis
- Random selection
Answer and explanation
Correct answer: B - Cost-benefit analysis
Choosing between a costly proven campaign and a cheap untested one means weighing cost against expected benefit and risk, which is cost-benefit analysis. Emotional appeal and random selection are not rational criteria, and market demand is not what separates the two campaigns.
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