What Is the First Step in Wang and Schultz's Seven-Step

question 20

Multiple Choice

What is the first step in Wang and Schultz's seven-step IMC planning model?

• A) Identifying what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior
• B) Setting marketing objectives based on analysis of customer information
• C) Analyzing information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product
• D) Segmenting customers and prospects in the database by a measurable purchase behavior
• E) Determining what communications tactics to use to make contact and influence the consumer's behavior

---

Definitions:

Little Albert

An experiment in classical conditioning conducted by John B. Watson and Rosalie Rayner, where a young boy was conditioned to fear a white rat.

Observational Learning

A process of learning that occurs through watching others, retaining the information observed, and later replicating the behaviors that were observed.

Observational Learning

The process of acquiring new behaviors by observing and imitating the actions of others.

Bandura's Model

Refers to Albert Bandura's Social Learning Theory, which emphasizes the importance of observing, modelling, and imitating the behaviors, attitudes, and emotional reactions of others.