Jaden is making a push to shift some of his company's communications budget to mobile, but is met with resistance from his team, who all have different ideas about what they are trying to accomplish with the communications budget, so they are not using objectives to plan or make decisions. Which of the following characterizes the reason for resistance from Jaden's team?
A)They recognize the value of specific objectives for their integrated marketing communications program.
B)They disagree as to what the specific objectives should be.
C)They want to increase emphasis on data-driven marketing spending.
D)They believe in behavioral targeting.
E)They believe mobile spending is tactical, not strategic.

Question

Quizplus · Accepted Answer

The resistance from Jaden's team is due to the fact that they have different ideas about what the specific objectives of their communications budget should be. They have not established clear objectives for their integrated marketing communications program, which is resulting in a lack of alignment and disagreement about how to allocate the budget.

Jaden Is Making a Push to Shift Some of His