Julie is developing a budget for her firm's IMC program. First, she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget.

Question

Quizplus · Accepted Answer

The objective-and-task method involves setting specific communication objectives, choosing media and tactics to achieve those objectives, and then determining the cost of each component. This method is considered the most rational approach to IMC budgeting as it aligns spending with specific objectives and strategies.

Julie Is Developing a Budget for Her Firm's IMC Program