1. Using the concepts discussed in this chapter, explain how Heinz has been successful in generating exposure and capturing attention. What other ideas would you suggest Heinz try to foster exposure, attention, and perception? 2. In terms of exposure, attention, and perception, what are some of the potential disadvantages of Heinz's Top This TV contests? 3. Do you think that Heinz will gain long-term benefits from holding a contest for students that focused on the visual appeal of designing single-serve ketchup packets? Explain your