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

Multiple Choice

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 determine 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