Julie Is Developing a Budget for Her Firm's IMC Program

Multiple Choice

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) reach and frequency
B) track and decode
C) objective-and-task
D) rule-of-thumb
E) sender-receiver