When Using the Payout Planning Method of Developing a Marketing

question 93

Multiple Choice

When using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

• A)in the early years to build brand awareness and brand equity.
• B)in the middle years to build brand equity and brand preference.
• C)in the later years to maintain market share.
• D)when the market share is the lowest.

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Definitions:

Development

The process of change and growth in physical, emotional, intellectual, and social dimensions from birth through the lifespan.

Nurture

The process of caring for and encouraging the growth or development of someone or something.

After Conception

Refers to the period of time following the fertilization of an egg by a sperm, marking the beginning of pregnancy.