According to Professor Don Schultz, inside-out planning
A. is a method of implementing DAGMAR objectives.
B. starts with the customer and builds backward to the brand when developing an IMC program.
C. focuses on what the marketer wants to say, when the marketer wants to say it, and the media the marketer wants to use.
D. is another term for zero-based communications planning.
E. is used to forecast the validity of DAGMAR objectives.
Answer: C
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