Marketers use various mythical creatures and personalities, such as the Pillsbury Doughboy or Sasquatch, to create an identity for their products. The personalities become well-known in popular culture, and are effective representatives for their products. Such figures are called:

Related MCQs

• Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." Under this premise, consumers ________.
• It important for marketers to devise communications that offer _______________, and are placed in media that consumers in the target market are likely to use.
• Recently marketers have come to realize the value of what is being called relationship marketing. In marketing terms, it means:
• The group of Americans referred to as “family folk” is also commonly referred to by marketers as the _____________.
• When companies try and create WOM around their brands, this is called:
• How do consumers respond to various marketing efforts the company might use? The starting point is the _____ of a buyer’s behavior.
• A culture in which the norms are embedded deeply in its members is called
• The population of American consumers that want to do the right things and buy what is popular is generally referred to as the ________________.
• When consumers are making buying decisions, some observers have said that their behaviour resembles acting in a play, complete with lines, props, even costumes. They may alter their consumption decisions depending upon the part they are playing at the time. This view of consumer behaviour is often called:
• Each culture contains smaller _____, or groups of people with shared value systems based on common life experiences and situations.