What Is the Distinguishing Characteristic of Procter & Gamble's Media

Multiple Choice

What is the distinguishing characteristic of Procter & Gamble's media strategy that they call communications planning and was described in the "Hands-On" case at the end of the chapter?

A) This approach puts the medium before the message.
B) This approach puts the message before the medium.
C) This approach includes the simultaneous production of the message and the media plan.
D) This approach maps out the entire media schedule on a media flowchart.
E) This approach maps out the entire media schedule in the CrossTab format, which is consistent with most consumer research.