Question 15 (Mandatory) (3.3 points) Why is the call to action the important final step in a company's messaging framework? a) It includes key messaging components to confirm organizational alignment. b) It starts the process of having the message relay meaning to its target audience. It verifies that the message convinces the target audience to change its behavior and take action. Question 16 (Mandatory) (3.4 points) If a marketer is thinking through the details of the promotion mix for the campaign, listing the key tools and methods to be used, and subdividing the amount of money to be spent in each area, then the marketer is working on which portion of the campaign plan? a) the campaign impact b) the communication action plan Oc) the budget of the campaign, specifically the promotional mix budget Question 17 (Mandatory) (3.3 points) Advertising encompases three primary objectives. One objective is to remind customers of the need for the product or service and the benefits it provides. A second objective is to persuade customers try a new product, remain loyal, or switch brands. What is the third primary objective of advertising? a) mindfulness advertising b) comparative abstraction advertising c) informative advertising Question 18 (Mandatory) (3.3 points) How do IMC compatibility and guerrilla marketing often work together? a) Social media, like a landing page on a website, is used in conjunction with the guerrilla marketing experience. b) Guerrilla marketing campaigns use no IMC tools at all and rely only on art installations. Oc) Frequent personal selling, like a mime who signs people up for a company's service, is used with guerrilla marketing