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Identify a current set of fraudulent status symbols, and construct profiles of consumers who are wearing or using these products.
What generalizations can you make about the reality of these ads and about the media in which they appear?
Compare and contrast the real vs. the ideal self. List products for which each type of self is likely to be used as reference point when purchase is considered.
Is it ethical for marketers to encourage infatuation with the self? List three dimensions by which the self-concept can be described.
In your opinion, who would be the most effective celebrity endorser today, and why? Who would be the least effective? Why?
What types of avatars do you believe would be most effective for each of these different kinds of websites and why?
Create a list of current celebrities whom you feel typify cultural categories. What specific brands do you feel each could effectively endorse?
What can you conclude about the dominant forms of persuasive tactics currently employed by marketers?
Ask him or her to respond to each point in the ad or to write down reactions to the claims made. How much scepticism regarding the claims can you detect?
Collect ads that rely on sex appeal to sell products. How often are the benefits of the actual product communicated to the reader?
How does this campaign seem to match up with your country's cultural values? Does the campaign seem persuasive to you? Why, or why not?
Why would a marketer consider saying negative things about his or her product? When is this strategy feasible? Can you find examples of it?
What advice could you give the organization about constructing persuasive communications?
Identify the theoretical and managerial issues in changing attitudes through communications as outlined in the vignette about Jenny, and her baby Freddie.
Based on your findings, suggest how restaurant managers can improve their establishments' image using the strategies described in the chapter.
Develop a marketing plan based on each of the three approaches to consumer decision-making: rational, experiential and behavioural influence.
Define the three levels of product categorization described in the chapter. Diagram these levels for a health club.
List three product attributes that can be used as quality signals and provide an example of each.
Conduct a content analysis of current advertising campaigns in newspapers and magazines published in your country. Do you also find archetypal ads?
Do you agree with Walle (1986: 22) who describes archetypes as constituting valuable tools for practitioners such as strategic planner of promotional campaigns?
In our studies EDR was used as an indicator to measure ‘phasic arousal'. Explain the ‘arousal construct' and how EDR measurement works.
Discuss the idea of ‘the ideal mother' that Dorthe is confronted with in her water aerobics class. How does she relate/react to this ideal?
What other options does she have to resolve the uneasy and uncomfortable situation and at the same time get the desired product?
Discuss the motivational conflict Eva is experiencing. What are the approach aspects and what are the avoidance aspects in her situation?
Do you agree that marketing strategies tend to have a male-oriented bias? If so, what are some possible consequences for specific marketing activities?