According to Don Schultz, in which type of communications planning process do the promotional planners study the various media customers and prospects use, when the marketer's messages might be most relevant to customers, and when customers are likely to be most receptive to the message?
A)zero-based communications planning
B)inside-out planning
C)outside-in planning
D)the carryover process
E)the recency process

Question

Quizplus · Accepted Answer

Don Schultz refers to this type of communications planning process as "outside-in planning," where promotional planners study the media habits of customers and prospects and determine the best timing for delivering messages when they are most likely to be relevant and well-received.

According to Don Schultz, in Which Type of Communications Planning