1. patagonia makes use of big data. discuss the importance of database marketing and crm to a company like patagonia and how they can utilise these imc tools. in your answer, include potential limitations of loyalty programs.

2. patagonia's past advertising campaigns have used an emotional (affective) appeal. what other types of advertising appeals/messages could they use, how, and why? you might like to incorporate related topic material to help answer the question - e.g. cognitivist and behaviourist theories of consumer behaviour, advertising appeals (informational and emotional).