A company is doing a campaign in a major market which includes several tactical costs. The agency is presenting the client a total budget including a mark-up of 33% agency profit. The costs are as follows: POP/POS materials $12K, TV/Radio commercial production $20K, media placement $30K, and In-Store activities $14K. Using the "zero-based" budgeting method, Why and how much will the client pay for this execution?