The objective for a brand's marcom program at any point in time depends on _____.
A) how many consumers are in the market
B) how long the marketer has been offering the brand
C) where on the hierarchy most consumers are located
D) the lowest level on the hierarchy where consumers are located
E) the highest level on the hierarchy where consumers are located

Question

The objective for a brand's marcom program at any point in time depends on _____.
A) how many consumers are in the market 
B) how long the marketer has been offering the brand 
C) where on the hierarchy most consumers are located 
D) the lowest level on the hierarchy where consumers are located 
E) the highest level on the hierarchy where consumers are located

Quizplus · Accepted Answer

The objective for a brand's marcom program at any point in time depends on where on the hierarchy most consumers are located. This means that the marketer needs to identify where the target audience is at in terms of awareness, knowledge, liking, preference, conviction, and purchase. Once this is determined, the marcom objectives can be set to move consumers up the hierarchy towards higher levels of loyalty and commitment to the brand. The other choices are not relevant in determining the marcom objectives.

The Objective for a Brand's Marcom Program at Any Point