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 identify 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

Quizplus · Accepted Answer

The media-neutral approach involves identifying the goals of a marketing communication program first and then determining the best media channels to achieve those goals, without bias towards any particular media.

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