Your Responsibility Is to Spend the Company's Communications Dollars Efficiently

Your responsibility is to spend the company's communications dollars efficiently. As a result, you have collected the costs of the various forms of the communication's mix. Your decision on "where" to spend your company dollars will be determined

A) according to its ability to return the "most bang for the buck".
B) according to its ability to build brand equity and drive brand sales.
C) according to its ability to communicate the "message" most creatively.
D) according to its ability to have the highest return on investment.
E) according to its ability to reach the most consumers.