Without an explicit focus on $\_\_\_\_\_\_\_\_,$ a company's communication can easily become a random compilation of unrelated $($and sometimes even conflicting$)$ messages, designed by different creative teams working in isolation from one another, and distributed though disparate media channels in a way that fails to emphasize their joint impact and might ultimately confuse rather than inform and persuade target customers.

Question $17$ options:

customers

cost

effectiveness

value

consistency