Sum Company's board has asked to meet with Productivity Advertising's marketing VP Wilson to help them better understand setting objectives for the IMC program. Wilson is encouraging Sum's board to move away from their perspective on what they want to say is important about the brand, with the intention to start with the customer and build back to the brand. This approach is known

Group of answer choices

• as zero-based communications planning.
• as top-down approach planning
• as inside-out planning.
• as arbitrary allocation planning.
• as outside-in planning.