The foldzflat pen, which folds in half to the size of a business card, makes a perfect "billboard" on which to print advertising and company logos. the pen can be shaped into a bookmark, a business card, a race car, or a skateboard. its manufacturer wants to advertise this new product to people in the specialty products industry. which method of setting an advertising budget should the firm typically use for this new product?

You have just been hired as a brand manager at kelsey-white, an american multinational consumer goods company. recently the firm invested in the development of k-w vision, a series of systems and processes that allow the use of up-to-date data and advanced analytics to drive informed decision making about k-w brands. it is 2018. the system is populated with 3 years of historical data. as brand manager for k-w’s blue laundry detergent, you are tasked to lead the brand's turnaround. use the vision platform to to develop your strategy and grow blue’s market share over the next 4 years.