Belinda is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

Marketing Communications

The various methods and channels used by a company to communicate with its target audience and market its products.

Receiver

The person who reads, hears, or sees and processes the information contained in the message or advertisement.

Action

In the context of goals or objectives, it refers to the process of taking concrete steps or measures towards achieving a specific result or outcome.