Once marketers have captured the interest of the target market, the goal of their subsequent IMC messages show due to move consumers from:

Question

BlackTom AI · Accepted Answer

The question asks about the stage progression after capturing interest in a target market within IMC messaging, and what transition marketers aim to achieve next.
Option 1: Interest to awareness. This pairing is mismatched in typical IMC models; awareness usually precedes interest, not follows it. It would imply moving from a state where people are aware to a state where they are merely interested, which is a reversal of the usual funnel sequence.
Option 2: Action to desire. This wording is unconventional for marketing funnels; marketers do not typically describe moving from action to desire as a standard progression. It suggests reversing a more common flow of intent building, which is not standard practice in IMC planning.
Option 3: "I like it" to "I want it". This option captures a natural and frequent progression in consumer behavior: liking a product increases interest and leads to a stronger desire to own or purchase it. It aligns with moving from mild positive affect to concrete purchase intent, which is a core aim of messages following initial interest.
Option 4: "I need it" to "I want it". While there is a difference between necessity and desire, the common marketing path is from initial positive interest (liking) toward wanting or choosing to acquire, rather than starting from a stated need. This option presumes a pre-existing need state that marketers typically identify and then nudge toward preference, which is less directly aligned with the immediate transition after interest.
In sum, the most coherent and standard trajectory for post-interest IMC messages is to escalate the consumer’s state from simply liking a product to a stronger, purchase-oriented desire, which is best represented by option 3. The other options either invert the typical sequence, rely on nonstandard terminology, or assume an earlier need state that IMC messaging generally moves beyond after capturing interest.

COMM_V 296 103 104 2025W1 Prep Quiz #14 - Promotion Part 1

Once marketers have captured the interest of the target market, the goal of their subsequent IMC messages show due to move consumers from:

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