_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area.

Question

Quizplus · Accepted Answer

Communication and behavioural objectives should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area. These objectives focus on the target audience's response to the marketing message, rather than simply on increasing sales or revenue. They help to ensure that the promotional activities are effective in communicating the intended message and ultimately lead to the desired consumer behaviour.

_____ Should Be the Guiding Force for Development of the Overall