Outside-in planning:
A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his brand, and the media form the marketer wants to use.
B. is another term for zero-based communications planning.
C. starts with the customer and builds backward to the brand when developing an IMC program.
D. is a method of implementing DAGMAR objectives.
E. is used to forecast the validity of DAGMAR objectives.
Answer: C