should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area.

Question

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Communication and behavioural objectives should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area. These objectives focus on creating awareness, changing attitudes, and influencing behavior of the target audience, which in turn can lead to achieving sales and marketing objectives. Promotional and marketing objectives, as well as marketing and behavioural objectives, are too broad and do not necessarily prioritize the communication aspect of the strategy.

Should Be the Guiding Force for Development of the Overall