Under the competitive parity method, the communication budget is set so that

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________________________________________79.Under the ______________________ method, the communication budget is set so that the retailer's shareof communication expense is equal to its share of the market.________________________________________80.Allocating the budget to areas that will yield the greatest return is referred to as the___________________________.________________________________________81.Why is it necessary for retailers to develop and implement a communication program?82.What are the long-term and short term effects of communication programs?83.What are the four steps in the retail communication process?84.How can brands benefit the consumer?85.How can having strong brands benefit a retailer?

In the competitive parity method, the communication budget is set so that the firm's share of communication expenses equals its shareof the market.6.