As director of marketing, Johan uses prior sales and communication activities to determine the present communication budget. This describes which method of IMC budgeting?

A) reach and frequency
B) track and decode
C) objective-and-task
D) rule-of-thumb
E) sender-receiver

IMC Budgeting

Involves allocating financial resources across various marketing communication channels as part of an Integrated Marketing Communications strategy.

Communication Budget

The financial allocation for all communication and promotional activities within a company, including advertising, public relations, and direct marketing.

Objective-and-task

A method of budget setting in marketing that involves defining specific objectives and then determining the tasks necessary to achieve these objectives.