Provides the framework for the systematic execution of advertising strategies; evaluates a brand's advertising history, proposes where the next period's advertising should head, and justifies the proposed strategy for maintaining or improving a brand's competitive situation.

The budgeting process has three important guidelines: (1) Employees affected by a budget should be _____________ when it is prepared (participatory budgeting), (2) goals reflected in a budget should be ____________, and (3) evaluations should be made carefully with opportunities to _______ any failures.

Fill in the blank(s) with the appropriate word(s).

Amos Kendall, an unsung pioneer of public relations, was a key member of which president's "Kitchen Cabinet" during the late 1820s and early 1830s—working as pollster, counselor, ghostwriter, and publicist?

A. Abraham Lincoln D. Andrew Jackson B. Theodore Roosevelt E. Woodrow Wilson C. Herbert Hoover