1. Do you agree with the approach of setting APHK’s annual marketing budget on a campaign basis (a product-based approach)? Would you suggest using a percentage-of-sales or competitive parity method? 

2. How should APHK allocate the budget between traditional and digital media? Why?

3. Consider the consumer decision journey. Discuss how media could be used in a campaign for Etude House.

4. Take the perspective of AP headquarters in Seoul. Should AP continue its presence in Hong Kong as a regional strategy or strengthen its presence in mainland China instead?

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