PHASE IV: INFLUENCE We define primary and secondary target markets in order to influence them to respond, act or think in a desired way. Figure 1.4 Segmented Pulls Each audience can be influenced or motivated to a desired action, perception or response. More Critical Equation ... Phase 1. Information Phase 2. Insight Phase 3. Intent Phase 4. Influence Phase 5. Image Phase 6. Innovation Phase 7. Integration Phase 8. Impact