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

question 11

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

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Definitions:

Monocline

A geological fold in which all strata are inclined in the same direction, creating a step-like feature in the landscape.

Anticline

A type of fold in rock layers that arches upwards, with the oldest layers at the core of the fold.

Horsts And Grabens

Geological structures formed by the movement of the Earth's crust, where a "horst" is an elevated block surrounded by faults and a "graben" is a depressed block bordered by faults.

Normal Faults

Cracks in the Earth's crust where one block of rock drops down relative to another due to extensional forces.