In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:
A) in the early years to build brand awareness and brand equity.
B) in the middle years to build brand equity and brand preference.
C) in the later years to maintain market share.
D) when the market share is the lowest.

Question

Quizplus · Accepted Answer

In the payout planning method, the larger amounts of dollars are spent in the early years to build brand awareness and brand equity. This helps the brand establish a presence in the market and create a positive reputation among consumers. As the brand becomes more well-known and trusted, less money is needed to maintain its position in the market. Therefore, option A is the best choice.

In Using the Payout Planning Method of Developing a Marketing