Problem 1: Procter & Gamble (P&G) is a multinational consumer goods company, which markets amongst other products, personal care and hygiene products such as shampoos. In their 2022 Annual Report, P&G say the following about their marketing communications, "Product and packaging benefits communicated with exceptional advertising that makes you think, talk, laugh, cry, smile, act and buy - and that drives category and brand growth". Discuss why P&G wants its advertising to achieve the above objectives.
Problem 2: The #shotoniphone account on Instagram (a popular video and image based social networking platform), is run by Apple (the marketer of the iPhone brand of smartphones) and has pictures shot by its customers using their iPhone cameras. Apple has also undertaken an advertising campaign showcasing pictures taken with an iPhone. Discuss why Apple has created this Instagram account and why it has run an associated advertising campaign.