CLEP Marketing

Answer: D - Filmmakers who use “The Red One” have formed dedicated online groups across the globe to exchange information and tips on the camera and its accessories. Marketers of other filmmaking products have recognized these brand communities as a viable market for e-commerce advertising campaigns. A brand community is formed when a group of consumers are especially attached to a product. The filmmakers in this example are a brand community, which is a connection between brand, individual identity, and culture. Marketers understand that brand communities are composed of strong and knowledgeable purchasers.