Which of the following are objectives in marketing communication?

1.Belittling competitive brands

2.Category need

3.Brand awareness

4.Brand attitude

5.Brand purchase intention

A1, 2, 3 & 4 only

B2, 3, 4 & 5 only ✓ Correct

C1, 3, 4 & 5 only

D1, 2, 4 & 5 only

Correct answer: (B) 2, 3, 4 & 5 only

Explanation

The objectives in marketing communication here are statements 2, 3, 4 and 5.

Statement 2, category need, establishes that a product class can satisfy a want the buyer feels.

Statement 3, brand awareness, makes the buyer able to recognise and recall the particular brand.

Statement 4, brand attitude, shapes the buyer's overall evaluation of and feeling toward the brand.

Statement 5, brand purchase intention, nudges the buyer toward the decision to actually buy.

Belittling competitive brands is a negative, disparaging tactic and is not counted among the legitimate objectives of marketing communication.

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