Question: When counselling its clients in selecting appropriate marcom tools, McCann World group uses an approach that requires that the brand marketer first identify the goal(s)

When counselling its clients in selecting appropriate marcom tools, McCann World group uses an approach that requires that the brand marketer first identify the goal(s) a marcom program is designed to accomplish, and then identify the best way to allocate the marketers 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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