_____ 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)Inside out planning
D)Zero-based communications planning
E)Refutation planning

Question

Quizplus · Accepted Answer

Zero-based communications planning 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. It starts from scratch and requires justifying all communications spending.

_____ Is an Approach to Integrated Marketing Communications Planning That