If there is no legal way to keep competitors out of the market, these costs must be viewed as sunk costs that do not affect decision making after the product is introduced into the market. Identify the type of cost being discussed

Carlos Consulting Inc. provides financial consulting and has collected the following data for the next year's budgeted activity for a lead consultant.

Consultants' wages $90,000 Fringe benefits $22,500 Related overhead $17,500 Supply clerk's wages $18,000 Fringe benefits $4,000 Related overhead $20,000 Profit margin per hour $20 Profit margin on materials 15% Total estimated consulting hours 5,000 Total estimated material costs $168,000 The labor rate per hour is a) $41.50. b) $46.00. c) $26.00. d) $42.50.

Which of the following BEST describes the AIDA concept?

a. It is a model effectively showing that advertising can move people to the purchase stage. b. It demonstrates that buyers go through nine stages on the way to making a decision. c. It is a budget plan based on the effectiveness of various promotion mixes in achieving certain objectives. d. It is a model for reaching promotional objectives that outlines a sequential process for effective promotion.