You are a marketing manager and want to use the power of reference groups to influence consumers. Reference group influence can take three forms. Name and describe each and explain how you could use each type of influence in an advertisement.
• Compare and contrast the categories of innovations and give an example of each.
• Your family owns an upscale jewelry store. Because you are a marketing major, your father asked you to develop an advertisement for the store. You know that it is important for consumers to pay attention to your ad or else the money you’ve spent on media exposure is wasted. Define attention, discuss how five of the several stimulus factors influence attention to a stimulus, and explain how you can use each in your advertisement.
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