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What set of products, activities and interests tend to appear in advertisements depicting ‘typical' university students? How realistic is this constellation?
How were voters segmented in terms of values? Can you find evidence that communications strategies were guided by this information?
Compare and contrast the concepts of lifestyle and social class. In what situations is demographic information likely to be more useful.
What new consumption trends or situations may arise out of the second or third generation of immigrants as compared to the first?
Reflect on the future of immigration in Spain (or another country) and the consequences this may have on sectors other than the food industry.
What is the difference between an art and a craft? Where would you characterize advertising within this framework?
How long did it take to diffuse to the mass market? Would you characterize the product as either a classic or a fad?
Identify the ritualized aspects of various kinds of sports that are employed in advertising.
What are some of the major motivations for the purchase of self-gifts? Discuss some marketing implications of these.
What is the difference between an enacted norm and a crescive norm? What products and services are affected by these norms?
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.