Assignment 13

Answer the following questions:

1. Choose two brands (products or services; for example, hotel chains) that you have used repeatedly. Describe how each brand attracted you, what you associate with the brand, and why you stick to it.

2. Explain how a review about a plumber posted on Angies List differs from a blog post about Barillas Summer of Italy on FeistyFoodie.com.

3. Demonstrate your understanding of the transactional communications process by writing a short script for a conversation between a seller and a buyer who is at the second stage of Buyer Readiness (Awareness).

4. Youve been charged with creating a strategic Promotional Mix targeting 20 males and females with the goal of increasing sales of high definition radio receivers. What would be your strategy for making message channel choices?

5. The adult American population can be considered in generational cohorts that include Veterans, Baby Boomers, Gen Xers, and Millennials. Choose a cohort other than your own: Where do you think its members stand in the transition to Marketing 3.0 characteristics? Offer evidence and examples for your position.