According to Duncan's zero-based marketing communications planning approach,
A. advertising should always be the main tool for accomplishing marketing communications objectives
B. sales promotion is usually the best tool for accomplishing marketing communications objectives
C. big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising
D. integrated marketing communications programs should lead with the promotional function that least effectively addresses a company's communication problem or opportunity
E. managers should focus on what the customer wants and work backward to the brand
Answer: C