Ch. 3 READING QUESTION #2 In your own words, what is semiotics (96101)? How does Solomon depict its relation to marketing and consumer behavior? List and explain the three semiotic components of a marketing message that he mentions (97). Give an example of each. Then, briey explain the difference between an icon (97), index (97), and symbol (9798), giving an original example of a semiotic ad campaign that you think has been successful. On your judgment, was its success due primarily to resembling an object, connecting to it, or tying to it in some conventional way? Lastly, give an example of what you judge to be an unsuccessful semiotic ad campaign. Explain why. What would you suggest it do to become more effective? Ch. 9, 3b) What is prospect theory? Does it support the argument that we are rational decision makers? What difference does it make for marketing strategy? On your View, what would Thaler say about prospect theory? On your View, What is the biggest weakness of prospect theory? How might a defender of prospect theory reply to that critique? On our View, should we be convinced by the reply