1.Why is it important for those who work in the field of adver-tising and promotion to under-stand and appreciate all various integrated marketing communica-tions tools,not just the area in which they specialize?

2.A number of approaches to seg-mentation have been cited in the text.Provide examples of

companies and/or brands that employ each.

3.Describe how the positioning strategy adopted for a brand would need to be supported by all other elements of the marketing mix.

4.Discuss the role of agencies that perform specialized marketing communication services such as public relations firms,direct response,sales promotion,and interactive agencies.Why might a company choose to use these specialized agencies rather than using a full service agency for all of its integrated marketing communica-tion functions?

5.The text discusses alternative approaches to studying consumer behavior.Explain how these approaches differ from those described earlier in the chapter.

6.Postmodern research often involves a sociological perspective to understanding consumer behav-ior.Give examples of how sociol-ogy might impact purchase behaviors.

7.Assume that you are the market-ing communications manager for a brand of paper towels.Discuss how the low-involvement hierarchy could be of value in developing an advertising and promotion strategy for this brand.