Question

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the ________ method of establishing an IMC budget.a. track and decode
b. objective-and-task
c. reach and frequency
d. rule-of-thumb
e. sender-receiver

Answer 1

Answer:

B) objective-and-task

Explanation:

The objective and task method of establishing an integrated marketing communications (IMC) budget is usually the most appropriate budgeting method. The budget is usually prepared by the marketing managers based on the cost of accomplishing the communications objectives. Marketing managers will first establish their communications objectives and then figure out how much it costs to achieve them.