Question 1
(a) Describing a situation, suggest how marketing communications might assist:
- perceptual selection
- perceptual organization
(b) Describe the high- and low-involvement decision-making processes.
(c) How might the environment influence marketing communication?
Question 2
(a) Define market segmentation and explain its importance?
(b) How might you segment the markets for the following:
i. Toys
ii. Air travel
iii. Pens
iv. Soft drinks
v. Breakfast cereals
(c) List the seven social value groups and identify their prime core values.
Question 3
With the aid of a clear diagram and appropriate examples, describe how the environmental forces of the environmental context might affect Marketing Communications of a brand.