The ultimate goal of marketing communication is to compel the receiver to react positively to the message and brand and then to ______ the product or service.

• A. Advertise
• B. Recommend
• C. Purchase
• D. Evaluate

Answer: (C)

Marketing communication aims to move a receiver from a positive reaction to a brand toward taking a concrete action. In most models, the final step is action—the buyer purchases the product or service, turning interest into a sale and starting a relationship with the customer. Advertising is the method used to convey the message, not the end result the campaign seeks. Recommending the brand can happen after a good experience, but it isn’t the immediate objective of the communication itself. Evaluation occurs after use to assess performance, not the next action after receiving the message. So the best fit is purchasing.