The objective of marketing communications is to enhance brand equity as a means of _____.
A) defining the marketing mix
B) moving customers to favorable action toward the brand
C) increasing short-term sales
D) reducing the advertising budget
E) reducing the promotional budget

Question

The objective of marketing communications is to enhance brand equity as a means of _____.
A) defining the marketing mix 
B) moving customers to favorable action toward the brand 
C) increasing short-term sales 
D) reducing the advertising budget 
E) reducing the promotional budget

Quizplus · Accepted Answer

The objective of marketing communications is to move customers to favorable action toward the brand, which in turn enhances brand equity. Increasing brand equity is a long-term goal and goes beyond short-term sales or cost-cutting measures such as reducing the advertising or promotional budget. However, defining the marketing mix is an important aspect of creating effective marketing communications.

The Objective of Marketing Communications Is to Enhance Brand Equity