Describe four common marketing communication objectives
What will be an ideal response?
Answers may include the following. The objective of helping the consumer recognize a need involves influencing how a consumer thinks about a problem or need. The objective of building awareness and interest involves influencing how the consumer thinks and feels about a category, brand, or company, as well as encouraging the consumer to find out more. The objective of informing about benefits involves influencing how the consumer thinks about the brand's ability to satisfy the recognized need. The objective of persuading about value involves influencing how the consumer thinks and feels about the brand's competitive superiority. The objective of stimulating action involves influencing the consumer to take the next step toward buying. The objective of reinforcing the buying decision involves influencing the consumer's thoughts and feelings about having purchased the brand. The objective of reminding about the brand involves encouraging trial or repeat purchasing.
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a. McQuitty's method b. centroid linkage c. median linkage d. Ward's method