The Rossiter and Percy perspective summarizes four communication effects for the target audience. They are:
A) level of involvement, brand attitude, reference group influence, and affective behaviour
B) choice, consumption, loyalty, and habits
C) category need, brand awareness, brand attitude, and brand purchase intention
D) consumer memory, brand knowledge, feelings, and action

Question

Quizplus · Accepted Answer

The Rossiter and Percy perspective summarizes four communication effects for the target audience as category need, brand awareness, brand attitude, and brand purchase intention. These four effects are commonly known as CAB, and they represent the key stages in the consumer decision-making process. Therefore, option C is the correct choice. Option A and B do not precisely align with the CAB model, and option D is not a commonly accepted framework for communication effects.

The Rossiter and Percy Perspective Summarizes Four Communication Effects for the Target