1. a) draw upon the topic material regarding media strengths and weaknesses to critically explain how and why/not patagonia should advertise on: tv, radio, print, and ooh.

b) critically evaluate the applicability of the four direct marketing platforms to patagonia. you may choose to relate your discussion to the australian market, and/or other markets.

2. you are patagonia's global brand and communication manager. your chief brand innovation officer (cbio) has always prescribed the stp process. the cbio would like to review patagonia's approach to the stp process and has asked for your advice. a) draw upon your knowledge of the topic material to critically review patagonia's approach to the stp process. ensure your discussion includes limitations of, and alternatives to, the stp process. b) draw upon your knowledge of the topic material to explain the managerial relevance of brand image data and how patagonia could practically utilise this type of data to inform brand positioning strategies.