Heidi, who is using Wang and Schultz$$s IMC planning model, has finished segmenting customers and prospects in the database based on a measurable purchase behavior. What should she do next?

Question $52$ options:

Identify what brand contacts and what changes in attitude are required to support the consumer's continuance or change of purchase behavior.

Set marketing objectives based on analysis of customer information.

Analyze information on customers to understand their attitudes, their history, and how they discover and interact with the brand or product.

Decide what elements of the marketing mix $($product$,$ price, distribution$)$ will further encourage the desired behavior.

Determine what communications tactics to use to make contact and influence the consumer's behavior.