brand-activation q6)
what is the behavior the marketer is trying to inspire
a6) is it to drive an inquiry so the prospect takes the first step in their shopper journey? is it to drive sharing, so the prospect can bolster their social currency while spreading the word for the marketer's brand? or is it to encourage the consumer to try utilizing a product in a new way, so the brand becomes more integral to the consumer's life?
Source: "The Activation Imperative: How to Build Brands and Business by Inspiring Action" William Rosen and Laurence Minsky











