Explain (i.e. using your own words) the meaning of each of the following terms. Also, briefly discuss/elaborate upon the relevance of the concept for marketing planning. i.e. how can marketers use the concepts to improve their practices - you can give an example to answer this question.

(i) 'value co-creation'

(ii) 'earned media'

(iii) 'insight engine'

(iv) 'branding with purpose' (hint: P&G employs this strategy)

(v) 'objective value' vs. 'perceived value' in pricing'