Question: Q2. (a) Between the extreme of consumer processing model (CPM) and hedonic experiential model (HEM) rests the bulk of consumer behaviors, neither totally rational nor

Q2. (a) Between the extreme of consumer processing model (CPM) and hedonic experiential model (HEM) rests the bulk of consumer behaviors, neither totally rational nor irrational. Discuss. (10)

(b) Considering the likelihood-of-getting-into-trouble factor, identify three entertainment or sports celebrities that you, as a brand manager, would be reluctant to have endorse your brand for fear they would get into some sort of trouble. (10)

(The subject is Integrated Marketing Communication and each part consists of 10 marks so do it as soon as possible)

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