Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to

Question

Quizplus · Accepted Answer

The ultimate goal of marketing communication is to drive the receiver to action, whether it is to purchase the product or service, visit the website, or inquire more about the offering. While maximizing rating points or minimizing communication expenditures are important goals, they are not the ultimate goal of marketing communication. Similarly, shifting encoding into decoding and using personal selling to augment public relations are tactics within marketing communication, not ultimate goals.

Betty Is Assessing the Effectiveness of Her Firm's Marketing Communications