Asked by Angel Cortes on Mar 10, 2024

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If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Target Market

A specific group of consumers identified as the recipients of a particular marketing message or campaign, based on shared characteristics.

IMC Messages

Integrated Marketing Communications messages that are coordinated across multiple marketing channels to ensure consistency in brand messaging and to amplify reach.

  • Comprehend the importance of moving consumers through different stages of desire and interest through IMC.
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Sheree Dahlheimer

Mar 10, 2024

Final Answer :
False
Explanation :
The progression should actually be from "I like it" to "I want it." The initial interest generated by the marketing communication puts the consumer in the "I like it" stage, and subsequent messages should work towards increasing desire and leading to a purchase decision.