Kizspy | Question: 50
(Choose 1 answer)
Which statement best describes zero-based communications planning?
A. It is an approach to IMC planning that involves determining what tasks need to be done and which
marketing communications planning functions should be used to accomplish them.
B. It is an approach to setting communications objectives in which the time period is not specified.
C. It is an approach to IMC planning that starts with companies' employees and builds backward to the brand.
D. It is an approach to setting communications objectives in which all benchmark measures start with zero
percent.
