Chapter 18.5, Problem 1PC

Summary Introduction

To explain: The reason why objective-and-task method of setting an IMC budget is better than the rule-of-thumb methods.

Introduction: The communication process is an integrated effort made by the marketers to make the target audience aware of a particular product or service in the market. It uses a variety of communication tools, which involves personal selling, online marketing, sales promotion, public relations, direct marketing, and advertisements. It helps in creating clarity and maximum communicative impact on the target audience.