Consumer Behaviour

Consider the Rolex watch, which has a retail price range starting at about $4,500 for a stainless-steel model to tens of thousands of dollars for a solid-gold model.

How might Rolex use geodemo graphic clustering in its marketing efforts?

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How does the family influence the consumer socialization of children?

What role does television advertising play in consumer socialization?

How can marketers construct and transmit addressable ads? Illustrate with a promotion of a product or service of your choice.

Should marketers use more verbal copy than artwork in print ads? Explain your answer. For what kinds of audiences would you consider using comparative advertising? Why?

List and discuss the effects of psychological noise on the communications process.

What strategies can a marketer use to overcome psychological noise?

Compare broadcasting and narrowcasting and explain why marketers are moving away from using broadcasting and into narrowcasting and addressable marketing.

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