What is the first step in Wang and Schultz's seven-step IMC planning model?
A) Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior
B) Setting marketing objectives based on analysis of customer information
C) Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
D) Segmenting customers and prospects in the database by a measurable purchase behavior
E) Determining what communications tactics to use to make contact and influence the consumer's behavior

Question

Quizplus · Accepted Answer

Wang and Schultz developed a seven-step IMC planning model. The first step segments the customers and prospects in the database-either by brand loyalty or by some other measurable purchase behavior (usage, for instance).

What Is the First Step in Wang and Schultz's Seven-Step