_____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them.
A)The objective/task pyramid
B)DAGMAR
C)The BCG matrix
D)Zero-based communications planning
E)Refutation planning

Question

Quizplus · Accepted Answer

Zero-based communications planning is the approach that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them. It requires starting from scratch without any preconceived notions and justifying every aspect of the plan based on its impact on the communication objectives. This approach ensures that all communication efforts are aligned with the overall marketing objectives and are cost-effective.

_____ Is an Approach to Integrated Marketing Communications Planning That