When counseling its clients in selecting appropriate marcom tools,McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s)a marcom program is designed to accomplish and then determine the best way to allocate the marketer's budget.What is this approach known as?
A) inside-out
B) bottom-up
C) media-neutral
D) media-centric
E) goal-oriented

Question

When counseling its clients in selecting appropriate marcom tools,McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s)a marcom program is designed to accomplish and then determine the best way to allocate the marketer's budget.What is this approach known as? 
A) inside-out 
B) bottom-up 
C) media-neutral 
D) media-centric 
E) goal-oriented

Quizplus · Accepted Answer

The approach is known as "media-neutral," emphasizing the selection of marketing communications tools based on the goals of the program rather than on the preference for or tradition of using certain media. This approach encourages an unbiased selection of the most effective tools to achieve the identified goals.

When Counseling Its Clients in Selecting Appropriate Marcom Tools,McCann Worldgroup