According to Duncan's zero-based marketing communications planning approach,
A)advertising should always be the main tool for accomplishing marketing communications objectives
B)sales promotion is usually the best tool for accomplishing marketing communications objectives
C)big ideas for a promotional campaign can be based on public relations,advertising,sales promotion or media advertising
D)integrated marketing communications programs should lead with the promotional function that least effectively addresses a company's communication problem or opportunity
E)managers should focus on what the customer wants and work backward to the brand

Question

Quizplus · Accepted Answer

According to Duncan's zero-based marketing communications planning approach, big ideas for a promotional campaign can be based on multiple tools such as public relations, advertising, sales promotion, or media advertising. This approach allows for a comprehensive and integrated marketing communications plan that focuses on the customer's needs and objectives. Therefore, option C is the correct choice. Option A and B are incorrect as they suggest that only one tool should be used to accomplish marketing communication objectives. Option D is incorrect as it suggests leading with the least effective function, which is not an optimal approach. Option E is partially correct but does not fully capture Duncan's approach.

According to Duncan's Zero-Based Marketing Communications Planning Approach