In Using the Payout Planning Method of Developing a Marketing

question 137

Multiple Choice

In using the payout planning method of developing a marketing communications budget,the marketing budget would be reduced:

• A) at the product's introduction, then increased when brand acceptance occurs
• B) after the brand gains market acceptance
• C) when the brand reaches the point at which additional dollars invested in communications yields diminishing returns
• D) when the market becomes saturated

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