Sometimes, the ultimate promotional plan, or goal, is to get the target market to make a purchase or take an action. For example, Sugar Rush might want to get their customers to buy more Bolt candy during the holidays or use their candy for birthday party grab-bags. This type of promotional goal is called persuading. Sugar Rush's ads should promote brand switching, which is persuading customers to leave their current candy brand and try a new company's products. The marketing team needs to persuade consumers to use Sugar Rush candy for their holiday and birthday needs.