$1)$ Select two communication techniques from the list below; $(2)$ begin your answer with the name of one selected technique followed by either "Top Down" or "Bottom Up$"$; $(3)$ briefly explain why you categorized the technique as you did $($in some cases, the technique may include both TD and BU components$)$; $(4)$ repeat for the second technique.

$$samples of a new food product offered in a Costco store

$$a firm develops multiple versions of one of its brands $($Crest with whitening; Crest for smokers; Crest for sensitive gums; etc.$)$

$$VW runs a TV campaign describing how its diesel$-$powered vehicles are "clean technology"

$$a shelf dispenser in a supermarket offers a $20\%-$off coupon for the brand of product next to it on the shelf

$$Netflix uses the news media to describe how they plan to begin cracking down on password$-$sharing and explaining that they will offer a new lower$-$price tier for new subscribers

$$a coupon for a discount on a promoted brand is printed on the back of supermarket checkout receipt

$$at Halloween Home Depot offers lighted plastic jack$-$o$-$lanterns $(2-$for$-$the$-$price$-$of$-1)$ on a display right inside the entrance

$$a consumer products firm $($e$.$g$.,$ Campbells$)$ puts a cents$-$off coupon in a Value Pack $($a collection of coupons from various firms mailed to each household$)$ for its newly acquired spaghetti$-$sauce brand, Rao's

$$a brownie$-$mix company $($e$.$g$.,$ General Mills$)$ puts a cross$-$ruff coupon in the mix box offerng a $10\%$ discount on Chex cereal