Marketing Communications

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Marketing Communications

126

Organizination And Management Of Advertising

Agencies And Advertising Departments

PARTICULAR NEw PRODUCTS OR PROJECT MANAGER: A project manager, who takes charge
of a specific development process at its very outset. He may be placed in charge of a new project soon
after the product idea is approved. He monitors and manages all phases of the product life cycle. This
approach is commonly used in the automobile and food industry.

BRAND PERSONALITY

The concept of Brand Personality involves the functional features of a brand and its emotional values.
The brand personality is the totality of a brand which includes a composite of physical and psychological
features, built into the product to create a feeling of warmth and friendship that draws the prospect’s
response. Products take on symbolic meaning to consumers who buy them as much for the product’s
physical benefits and its symbolic or non-functional attribute. Self-concept or self-image of a consumer
encompasses the perception of himself, and a blend made up of the person’s basic physical and emotional
characteristics. Most branded products are made to have physical and symbolic characters that reinforce
the consumer’s self-image.

The character of personality of the brand is well defined to fit its target consumers. Advertising is an
effective communication tool used to get such information across to target consumers when positioning
the product. David Ogilvy, a renowned advertising practitioner stated that “image means personality,
the personality of a product is an amalgam of many things – its name, its packaging, its price, the style
of its advertising and above all, the nature of the product itself. (Scheuing,1974; Subroto,1997)

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Real work

International opportunities

�ree work placements

Internationaal

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I joined MITAS because

Maersk.com/Mitas

�e Graduate Programme

for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

Maersk.com/Mitas

�e Graduate Programme

for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

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