Answered: A department store enlists you to…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

A department store enlists you to increase its ad rate conversions. You examine its audience segmentation and see that it has never surveyed its customers about their big five personality model dimensions. What do you propose to help the department store increase its ad rate conversions?

A) You propose that the department store survey all of its employees to find out what their big five personality traits are. You average their scores to create the ideal consumer persona and encourage the store to target their ads to that persona.

B) You propose to implement your personality analytics platform into the company’s ad campaigns. Consumers are drawn to brands with the opposite personality dimensions because opposites attract, and those consumers are more likely to respond to the ads.

C) You propose to incorporate a personality survey into the next ad campaign to capitalize on the BuzzFeed phenomenon and because consumers like to answer questions about themselves.

D) You propose to implement your personality analytics platform into the company’s ad campaigns because consumers are drawn to brands that share their same personality dimensions and will be more likely to respond to that brand’s ads.

Transcribed Image Text:### Increasing Ad Rate Conversions Using Personality Dimensions A department store enlists you to increase its ad rate conversions. You examine its audience segmentation and observe that it has never surveyed its customers about their big five personality model dimensions. What do you propose to help the department store increase its ad rate conversions? **Options:** 1. **Survey Employees for Consumer Persona:** - **Proposal:** You propose that the department store survey all of its employees to find out what their big five personality traits are. You average their scores to create the ideal consumer persona and encourage the store to target their ads to that persona. 2. **Opposite Personality Dimensions:** - **Proposal:** You propose to implement your personality analytics platform into the company's ad campaigns. Consumers are drawn to brands with the opposite personality dimensions because opposites attract, and those consumers are more likely to respond to the ads. 3. **Incorporate Personality Survey in Ad Campaigns:** - **Proposal:** You propose to incorporate a personality survey into the next ad campaign to capitalize on the BuzzFeed phenomenon and because consumers like to answer questions about themselves. 4. **Matching Personality Dimensions:** - **Proposal:** You propose to implement your personality analytics platform into the company’s ad campaigns because consumers are drawn to brands that share their same personality dimensions and will be more likely to respond to that brand’s ads. In summary, determining the right strategy for increasing ad rate conversions hinges on understanding the personality traits of customers and leveraging this information to tailor ad campaigns effectively.

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