Which budgeting method for IMC involves determining the costs required to accomplish specific communication objectives?

The Objective-and-Task Method is the correct choice because it is built on the premise of setting specific communication objectives before determining the budget. This approach involves identifying what needs to be achieved through communication efforts and then calculating the costs associated with the tasks required to meet those objectives. Businesses use this method to ensure that their marketing communications are directly aligned with their goals, allowing for a more targeted and efficient allocation of resources.

By focusing on specific outcomes, the Objective-and-Task Method enables marketers to justify spending based on the effectiveness of achieving each communication task. It contrasts with other budgeting methods that may use historical data or arbitrary percentages of sales, without direct links to the planned objectives. This makes it particularly useful for companies looking to strategically plan their integrated marketing communications (IMC) for maximum impact.