Question 5. (22 marks) Throughout this unit, you have learnt about the various ways that marketers can persuade consumers and help companies achieve their objectives, and how this is most effectively done using integrated marketing communications and the various tools and processes available. This includes traditional tools and digital tools, with digital technologies playing an increasing role in marketing and offering new possibilities for learning about consumers and engaging with them. In addition to teaching you to understand and participate in this process from the business/marketing end, it is also a goal of this unit to help you become a more educated and empowered consumer. This question requires you to reflect on your own experiences as a target/recipient of marketing. Q5 Part A (6 marks) Choose two (2) of Cialdini's 6 Weapons of Influence and for each, describe an experience in which it was used successfully to persuade you in a marketing context. (Describe one experience for each.) For each weapon/experience: what was the brand/source? How did they use the weapon of influence, and what other aspects of the context made it effective? What were the effects on your attitudes and behaviour? Please type your response below. Q5 Part B (8 marks) Marketing analytics and machine learning offer powerful new ways to understand consumers' behaviour and to identify and target products and services to them. Describe one personal experience in which the analytics worked for example, you feel you may have bought or consumed something (largely) as a result of analytics being applied to your personal data and prior behaviours. Specify what forms of data about you were likely used by the relevant algorithms. Then describe another, separate experience in which the analytics DID NOT work - for example, you were targeted with an ad or recommendation that was unsuitable or not of interest to you. Specify what form(s) of data about you were likely used by the relevant algorithms. Please type your response below. Q5 Part C (8 marks) Think about the forms of direct marketing that have been targeted to you in recent years. Describe which of these have been the most effective at influencing you, and explain why. Give some examples of brands or types of products/services and some objectives and techniques they used