When counselling its clients in selecting appropriate marcom tools, McCann World group uses an approach that requires th

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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 marketer’s budget. What is this approach known as?
a. Inside-out
b. bottom-up
c. media-neutral
d. media-centric
e. goal oriented