What are the objectives of marketing communication?

• A. Increase production capacity.
• B. Focus solely on customer retention.
• C. Create awareness, elicit a response and drive purchase.
• D. Reduce advertising budget.

Answer: (C)

Marketing communication aims to build awareness of a product or brand, prompt a measurable response from the audience, and ultimately drive purchase. This sequence captures how promotional activities move people from knowing about something to taking action and buying. Creating awareness makes the offering known to potential customers. Eliciting a response includes concrete steps like seeking more information, visiting a website or store, or signing up for a trial. Driving purchase is the end goal, converting interest into actual sales. Other options miss the broader purpose: increasing production capacity is about operations, not communication; focusing only on customer retention narrows the goal to keeping existing customers without addressing how new customers become aware or decide to buy; reducing the advertising budget is a budgeting choice, not an objective of marketing communication itself.