In a Risk Register, risks are ranked in order of importance. What criteria are used to rank their order of importance? Provide a few examples of risks, using some of the Marketing Case studies you have worked on throughout the class (e.g. The Ford Focus TV commercial, Purell Sensitive Hand Sanitizer, TD Bank promotional campaigns, Samsung Galaxy Note), and their response plans based upon the criteria used to rank the risks.

1. List and explain the criteria for ranking a risk in order of importance. 2. Provide a few examples of risks that may arise within Marketing projects. Describe the risk, the response(s), the owner and the alarm, if relevant.