Information search

Choose two of the following product categories (i.e., select two of the four below).

i. Automobiles

ii. Energy drinks

iii. Fast food restaurants

iv. Auto insurance providers

For each product category separately answer the following questions:

1. Name and explain the specific brands that are in your (a) awareness set, (b) consideration (evoked) set, (c) inert set, and (d) inept set. For each set this should include: Which brands, why this many, why these specific ones - As you do this, don't just make a list of these brands explain the composition of your four sets!

2. Discuss in what ways you think each of your four sets will differ/be the same as other students' in this class (i.e., compare/contrast the specific brands, number of brands, etc.).

** Finally: Choose one of the brands in one of the product categories you listed above and discuss how this specific information set information could be relevant to that company's specific marketing activities for the brand (i.e., how could the information about the four sets from part 1 and 2 be used by the marketer?)