In using the payout planning method of developing a marketing communications budget,a higher percentage is allocated to marketing communications in the products early years and when the product is building brand awareness and brand equity.

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Quizplus · Accepted Answer

This is true. The payout planning method involves allocating a higher percentage of the marketing communications budget to the early years of the product and when it is building brand awareness and equity. As the product matures and becomes established, the percentage allocated to marketing communications may decrease.

In Using the Payout Planning Method of Developing a Marketing