In using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:
A) at the product's introduction, then increased when brand acceptance occurs
B) when the brand becomes the market leader
C) when the brand reaches the point at which additional dollars invested in communications yields diminishing returns
D) when the market becomes saturated
Answer: C) when the brand reaches the point at which additional dollars invested in communications yields diminishing returns
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