Action

• Customers/consumers are persuaded/compelled/moved to action
• Customers who have reached the action stage, have acquired a positive impression of the product that was advertised and would now like to make the purchase.
• The action stage is dependent on the successful implementation of strategies used in the previous three stages.
• Customers only take action once they believe that a benefit would be gained from the product or service.
• Advertisements that aim to initiate action in the customer usually have a specific call to action
• Customers are compelled to take action because of low friction, but often high-incentive calls to action.
• The financial sustainability of the business is dependent on the positive relation maintained with existing and potential customers.