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1. What is meant by encoding? Discuss how encoding differs for various types of advertising messages such as radio and television commercials, print ads, and digital/online ads. 2. Discuss the ethics of celebrities endorsing products in foreign countries but not in the United States to protect their image. Do you think celebrities hurt their reputations by doing endorsements and/or appearing in ads? Why or why not? 3. What is meant by a primacy versus recency effect? When might an advertiser want to try and achieve each type of effect? 4. Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination? 5. Television commercials are often developed that rely on unusual creative tactics and have very little relevance to the product or service being advertised. Creative personnel in agencies defend the use of strange messages by noting that they are novel and break through the clutter. Evaluate the pros and cons of this argument