1. Collect ads for two different brands in an identical product category (e.g., detergent, cars, toothpaste, etc.). Discuss the segmentation variables, target markets, and product attributes emphasized in each ad.

2. Define and distinguish among exposure, attention, and interpretation and discuss how they influence the consumer’s behavior.

3. (a) Provide an advertisement based on cognitive learning. Explain how it utilizes cognitive learning.

(b) Provide a personal example of you undergoing observational learning. Explain how observational learning is utilized in your example.

(c) Provide an example of analogical learning. Explain how analogical learning is used in your example.

4. (a) Provide an advertisement that symbolizes a low involvement product. How does it meet the criteria for a low involvement product?

(b) Provide an advertisement that symbolizes a high involvement product. How does it meet the criteria for a high involvement product?