$1.$ Toronto$-$based Tilley Endurables $($www$.$tilley.com$)$ is a well$-$known manufacturer of Hats. It used to target elders who enjoyed fishing and other outdoor activities. The brand has repositioned itself to attract younger customers, including kids. Out of the various tools of the Promotional Mix $($e$.$g$.,$ Advertising, Sales Promotion, Interactive Marketing, Public relations, Experiential Marketing...etc$),$ which $2$ or $3$ should Tilley focus on using? Please justify your answer by giving an example for each of the promotional mix that you$$ve suggested.

$2.$ Drano $($www$.$drano.com$)$ is an American brand of drain cleaner that is made by S$.$C$.$ Johnson & Son. It is a common household product that helps people to unclog a kitchen sink or bathtub. Imagine you$$re the Marketing Manager at Drano, what kind of brand positioning strategy would you suggest? Specifically, should you build your positioning by End Benefits, Brand Name, Usage Situation, Product Category, or other strategies? Please elaborate your answer.

$3.$ What is $$Agency$-$of$-$record$($AOR$)$ and why would a brand choose to use AOR instead of an in$-$house agency? Please give a real$-$world example to illustrate your answer.

$4.$ You are the advertising agency helping SHEIN $($ca$.$shein.com$),$ a fashion brand, to develop a TV commercial. Using your understanding of the eight basic consumer purchase motives, discuss what kind of motive$($s$)$ you would use to build the storyline or main message of your TV commercial. Please also describe briefly how your TV commercial would look like.

$5.$ What is a persona and why do you build personas? You are the marketing agency for your client, a wealth management direct investment group. Please build a few persona and map out the customer journey as the guest speaker indicated