When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method

When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method

• A. Objective-and-task
• B. Affordability
• C. Percentage-of-sales
• D. Top-down

Answer: (A)

The main idea is budgeting that directly ties what you want to achieve with the specific tasks and costs needed to reach those goals. When marketers set communication objectives, choose media to meet those objectives, and estimate the cost of each communication type, they’re using the objective-and-task method. This approach starts by defining clear IMC objectives, identifies the tasks required to achieve them (creative development, media placements, promotions, etc.), and then estimates the cost of each task to determine the total budget. It links spend to concrete goals, which helps justify resources and control spending. Affordability relies on whatever funds are left after other expenses, not on the objectives or tasks. Percentage-of-sales ties the budget to projected sales, not the activities required to achieve communication goals. Top-down starts with a higher-level budget and allocates downward, rather than building the budget from objectives and tasks.

The main idea is budgeting that directly ties what you want to achieve with the specific tasks and costs needed to reach those goals. When marketers set communication objectives, choose media to meet those objectives, and estimate the cost of each communication type, they’re using the objective-and-task method. This approach starts by defining clear IMC objectives, identifies the tasks required to achieve them (creative development, media placements, promotions, etc.), and then estimates the cost of each task to determine the total budget. It links spend to concrete goals, which helps justify resources and control spending.

Affordability relies on whatever funds are left after other expenses, not on the objectives or tasks. Percentage-of-sales ties the budget to projected sales, not the activities required to achieve communication goals. Top-down starts with a higher-level budget and allocates downward, rather than building the budget from objectives and tasks.