Which budgeting technique is American Express most...

American Express marketers say they do not use the percentage-of-sales approach to advertising budgeting because if sales decrease in the segment, so will their budget. The marketers are keenly aware that many budgeting methods fail to address the plan’s objectives and relate these to the dollars to be spent.

Which budgeting technique is American Express most likely to use, based on this awareness and the information in this scenario?
Do you agree with this technique? Why or why not?


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