Communications objectives are stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

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Advertisers using the IMC planning model start by segmenting their target audiences according to brand-purchasing behavior (for example, loyal users, brand switchers, new prospects) and then ranking them by profit to the brand. Communications objectives are then stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time.

Communications Objectives Are Stated in Terms of Reinforcing or Modifying