Thursday, February 27, 2020

Marketing Communications Exam Questions Assignment

Marketing Communications Exam Questions - Assignment Example Sophistication is a brand personality characteristic that displays the glamour of the consumer, while ruggedness measures the strength of the brand (Aaker, 1997:351). The brand personality allows consumers to identify emotionally with a product, while making 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 system of human characteristic to assess the product, such 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, 1997:3454). For example, any individual who chooses to wear a Nike truck suit and Nike branded racing shoes simply wants to express himself or herself as an athlete, and any individual who looks at such a person will simply see an athlete. The marketing communication 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, 1997:350). 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 beauty and physical-figure conscious, since probably they ar e used to jogging or working in the gym, thus the Nike brand would help identify the customers as athletes. The hierarchy of marcom effects model is relevant in moving a consumer from awareness to a loyal customer. This is because; it defines the six

Tuesday, February 11, 2020

European monetary policy and stock market Essay

European monetary policy and stock market - Essay Example The effect of global market and the integration of the financial markets shows the effect on the stock market and economy due to the changes in monetary policies have profound impacts with respect to defining the future of economics. It is evident that local stock markets would feel the effects of change in the monetary policies; however, the level of impact would be different in other regions - especially within different economic sectors that might not have same level of effect (Nuno & Claudio, 2002). Thus analysts and economists around the world believe that it is not only monetary policy and foreign policy that help to define market action but also the foreign economic policy that impacts the stock price and volatility of the stock market. From such an understanding, it must also be noted that it is the central bank that designs the monetary policy for any region in order to control the macro-economic factors and devise a wholistic strategy for the economy. It has been the volatility of the stock market that has increased the focus towards the role of central banks in helping to prevent or reduce the disruptive effects of the financial shocks on the economy (Bernanke, 1999). It is also required to be understood that role of stock prices should be defined and the monetary policy should take into account the stock prices; due to the fact that they whether are related or not to the fundamentals they can have a destabilizing effect on the economy. Many analysts represent he view that in order to ensure the long term success of the monetary policy price stability must be ensured; thus integrating role of stock market in to the monetary policy (Lawrence, et al., 2010). This integration would allow the central bank to preven t the volatility of the stock market and ensure economic stability. This has especially been true since the