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

question 48

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

---

Definitions:

SES (Socioeconomic Status)

A measure of an individual's or family's economic and social position in relation to others, based on income, education, and occupation.

Life Span

The duration of time that an individual lives, from birth to death.

Socio-emotional Selectivity Theory

A theory proposing that as people age, they prioritize emotionally meaningful goals and interactions over the acquisition of new social contacts.

Generativity

A concept introduced by Erik Erikson, referring to the adult's desire to create, nurture, and contribute positively to the development of future generations.