Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

Question

Quizplus · Accepted Answer

The goal of subsequent IMC messages after capturing the interest of the target market should be to move the consumer from "I like it" to "I want it." The initial marketing communication has already created the interest, so the next step is to create a desire or intention to purchase. Option A is incorrect because it suggests moving from "I want it" to "I like it," which is a step backward. Option B is incorrect because it suggests moving from action (which is a result of desire) to desire, which is counterintuitive. Option D is incorrect because it suggests moving from interest (which has already been captured) to awareness, which is not necessary. Option E is incorrect because it suggests moving from feeling to thinking, which is not relevant to the process of creating a desire to purchase.

Once the Marketing Communication Has Captured the Interest of Its