Marketing Communications Exam Questions Assignment

Marketing Communications Exam Questions - Assignment ExampleSophistication is a post personality characteristic that displays the glamour of the consumer, while ruggedness measures the strength of the scrape (Aaker, 1997351). The brand personality allows consumers to identify emotionally with a product, while make the consumers respond to the brand with feelings and emotions. The brand personality framework provides for a different perspective of looking at a brand, through using a arranging of human characteristic to assess the product, much(prenominal) that the consumer is able to fully understand how they feel about a product, as opposed to the consumer looking at how the brand performs. In this respect, brand personality enables a consumer to express himself or herself through the brand (Aaker, 19973454).For example, any individual who chooses to wear a Nike truck suit and Nike mark racing shoes simply wants to express himself or herself as an athlete, and any individual wh o looks at such a person will simply suppose an athlete. The marketing converse managers can utilize the brand personality framework to connect with the target audience or the prospective customer by differentiating the brand that the managers are promoting from a range of brand categories, which will in turn act as a driver of consumer preference and usage (Aaker, 1997350). Therefore, the marketing communication manager can use a brand that will relate to a consumers personality as the promotion bait, making the consumers go for the product, since by relating such a product with their personality, the brand will serve as a means of the consumer expressing themselves. For example, the marketing manager can target the Nike brand to customers who look watcher and physical-figure conscious, since probably they are used to jogging or working in the gym, thus the Nike brand would help identify the customers as athletes.The hierarchy of marcom effects exemplar is relevant in moving a consumer from awareness to a loyal customer. This is because it defines the six