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Chapter 5: Objectives, communication goals, Percentage of the target group…
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communication goals
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be targeted at different target audiences,
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be comprehensive and motivating to all involved persons but at the same time be realistic
and achievable
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INTRO: category need brand awareness, brand knowledge, brand attitude
GROWTH: brand attitude, brand preference
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MARKETING: top of mind awareness, brand attitude, brand loyalty, customer satisfaction
DECLINE: purchase, new target groups over time