Brand personality refers to a set of characteristics or qualities similar to those of human beings that become associated with a brand. In other words, when a brand is expressed in terms of human traits and characteristics, it is known as brand personality. It could relate to age, gender, socioeconomic status, and psychographic, emotional, and socio-graphic characteristics. Brand Personality is [...]
Media planning is the series of decisions involved in delivering the promotional message to the prospective consumers. It is the process of directing the advertising message to the target audience by using the appropriate channel at the proper time and place. The media plan marks on the best way to get the advertiser's message to the market. Generally, the goal [...]
The term 'market' refers to the aggregate of all demand for a particular product or service, arising from the aggregate of all consumers, both existing and potential for the product. It means that the whole group of consumers of a particular product constitutes the 'market' for that product. Philip Kotler states, "A market consists of all the potential customers sharing [...]