1. As a marketing manager for a new brand of diet hot chocolate, you want to use an opinion leader to stimulate sales of the brand. How might you identify an opinion leader, and what strategies do you have for using an opinion leader in your marketing communications program? 2. What are the advantages and disadvantages of viral marketing? Discuss how a company may try to encourage viral marketing. 3. Discuss what is meant by means-end chain analysis. Explain how the process works and what it is intended to show about consumers' values. https://www.semrush.com/blog/viral-marketing-campaign-inspiration/ https://www.cleverism.com/opinion-leaders-matter/