Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?
A) principle of closure
B) principle of duality
C) principle of delegation
D) principle of congruity
E) principle of neutrality

Question

Quizplus · Accepted Answer

The principle of congruity implies that marketing messages should be consistent with the image and personality of the brand. However, it also suggests that communicators can use their good image to reduce some negative feelings toward a brand, but this may come at the cost of losing some esteem with the audience.

Which of the Following Marketing Communications Principles Implies That Communicators