_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix.
A)Communication objectives
B)Sales objectives
C)Marketing objectives
D)Promotional objectives
E)All of the above

Question

Quizplus · Accepted Answer

Communication objectives should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix because they specify what the company wants to achieve with its promotional activities in terms of creating awareness, knowledge, attitudes or behaviors among the target audiences. Sales and marketing objectives are broader business goals, while promotional objectives are specific goals for each promotional mix element (e.g. advertising, sales promotion, public relations, personal selling) in terms of its contribution to the communication objectives.

_____ Should Be the Guiding Force for Development of the Overall