Marketing messages

1. What are the key factors that are said to affect a person’s values?

2. Define the term “opportunity cost.”

3. Why is repetition so important for marketing messages? Would they work without repetition?

4. In relation to an individual’s evoked sets, distinguish between inept and inert sets

According to Kantar Millwood Brown (, the top four Chinese brands are Tencent, China Mobile, Alibaba and ICBC. Examine the image projected on the website consistent with the YouTube advertisement and the image portrayed in the other advertisements for the brand?

a. Tencent (

b. China Mobile (

c. Alibaba (

d. ICBC (


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