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.