1. To overcome the problems of its life insurance service intangibility, Great Eastern uses tangible cues in its advertisement. Explain how.

2. Apply the "5 W's" model checklist to the Great Eastern TV advertisement.

3. Per the PWC report "Experience is everything - here's how to get it right"

(i) How important is "good customer experience" in marketing? (p 5)

(ii) What do people most value in their customer experience - top 3 and bottom 3

(iii) What service industries have the biggest gap in expectations?

(iv) How important is technology in customer experience? (p 11)

(v) What drives customers away? (top 3 and bottom 3)

(vi) How is Gen Z different from Gen X, Millennials or Boomies?