1. A classic case where different individuals will play different decision roles is that of children's products (e.g. toys, clothing etc) where the role of the purchase belongs to the parent but most of the other roles to the child. Who would your advertising message be addressing in those cases? 2. Consumers are increasingly buying online. How does the online environment change decision making for audiences? 3. Explain what difference does a low involvement versus a high involvement decision means and indicate what are the implications for the development of the advertising message. 4. Think about your decision to buy different types of products. How are they different? How could these differences be important to communication planning? 5. Come up with examples of where the timing of a decision would have significant impact upon strategic planning for an advertising campaign. 6. Summarise the benefits of the Behavioural Sequence Model and explain how its dynamic view of the target market facilitates the positioning and media strategy for a new product.