According to marketing communications plans, the goal is to produce a change in the potential consumer from brand awareness to the purchase of goods and services, which is reflected in the metaphor of __________.
Explanation
Answer: E - According to marketing communications plans, the goal is to produce a change in the potential consumer from brand awareness to the purchase of goods and services, which is reflected in the metaphor of hierarchy of effects. According to this metaphor, the various components of an integrated marketing communications plan move the consumer from one phase or state to another. For example, positioning of a brand creates an image or identity that the consumer recognizes. Segmentation is a component that can address or articulate a functional, symbolic, or experiential need in the consumer. The ultimate goal of a plan is to make the consumer not only aware of the brand, but to change the consumer’s behavior so that he or she purchases the brand.
