According to Professor Don Schultz, inside-out planning
A)focuses on what the marketer wants to say, when the marketer wants to say it, and the media the marketer wants to use.
B)is another term for zero-based communications planning.
C)starts with the customer and builds backward to the brand when developing an IMC program.
D)is a method of implementing DAGMAR objectives.
E)is used to forecast the validity of DAGMAR objectives.

Question

Quizplus · Accepted Answer

Inside-out planning is characterized by focusing on the marketer's objectives, including what they want to say, when they want to say it, and the media they choose to use, rather than starting with the customer's needs and preferences.

According to Professor Don Schultz, Inside-Out Planning