According to Professor Don Schultz, Inside-Out Planning

Multiple Choice

According to Professor Don Schultz, inside-out planning:

A) focuses on what the marketer wants to say, when he wants to say it, and the media he wants to use.
B) is another term for zero-based communications planning.
C) starts with the customer and builds backward to the brand when developing an IMC program.
D) is a method of implementing DAGMAR objectives.
E) is used to forecast the validity of DAGMAR objectives.