Which of the following is a reason why it is essential that objectives be established prior to making implementation decisions regarding message selection,media determination,and how the various marcom elements should be mixed and maintained?
A) Objectives provide standards against which results can be measured.
B) Objective setting guides the budgeting, message, and media aspects of a brand's marcom strategy.
C) Objectives provide a formalized expression of management consensus.
D) a and b only
E) a, b, and c

Question

Quizplus · Accepted Answer

Objectives provide a benchmark for measurement of the effectiveness of the marcom strategy. Objectives guide the decision-making regarding budget allocation, choice of message, and selection of media. Objectives also provide a formalized expression of the management consensus. Therefore, it is necessary that objectives be established before making implementation decisions about message selection, media determination, and marcom mix.

Which of the Following Is a Reason Why It Is