The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

Question

Quizplus · Accepted Answer

The word "interactions" best fits the context of evaluating all the possible ways that customers may engage with the brand and company. This audit is necessary to ensure that the marketing communications plan addresses all relevant customer touchpoints. Consumers (A) refers to the target audience, interests (B) implies a narrower focus, usages (D) may be relevant in certain contexts, but not in all cases, and exposures (E) refers more to the reach of the marketing campaign rather than customer interactions.

The Starting Point in Planning Marketing Communications Is an Audit