1. Explain why smaller is better when selecting segments to target in marketing strategies. 2. Focus groups are one of the advertising researchers most versatile tools. Describe the basic features of focus group research that could lead to inappropriate generalizations about the preferences of the target audience. 3. How would you explain the finding that ads that achieve high recall scores dont always turn out to be ads that do a good job in generating sales? Are there some features of ads that make them memorable but could also turn off consumers and dissuade them from buying the brand? Give an example from your experience.