According to Rossiter & Percy's approach,the link between marketing objectives and communication objectives is:
A) geared to sales figures
B) environmental analysis
C) measurement of brand attitudes and purchase intent
D) behavioural objectives

Question

Quizplus · Accepted Answer

Behavioural objectives are the specific, measurable actions that a marketer wants consumers to take as a result of exposure to a marketing communication. These objectives can be linked to marketing objectives, such as increasing sales or brand awareness, by measuring the impact of the communication on consumer behaviour.

According to Rossiter & Percy's Approach,the Link Between Marketing Objectives