(20 Marks) Read the following extracts and answer the questions that follow. The increased exposure to an influx of info

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(20 Marks) Read the following extracts and answer the questionsthat follow. The increased exposure to an influx of informationthat consumers encounter daily because of the internet and multiplemedia platform, provides a challenge to marketers to be moreintentional with their messages design to effectively servemarketing communication objectives. The AIDA model emphasizes thata message should attract Attention, arouse Interest, create Desire,and lead to Action. The model proposes that consumers respond tomarketing messages in a cognitive, affective and conative sequence.Advertisement messages should in their delivery influence consumersinvoke thoughts, feeling, emotions and ultimately provoke apositive action. An expanded version of the AIDA concept is thehierarchy of effects model. According to Lamb, Hair, Boshoff,Terblance, Klopper (2015), the marketing communication mix is thatcombination of these basic elements that management believes willmeet the needs of the target market and realize the firm’s overallobjectives.
1. One of the important decisions of marketing management issetting advertising objectives. Identify and analyse thecharacteristics and purpose of the three objectives ofadvertising.
2 (20 Marks) Discuss the hierarchy of effects model and describethe steps of the consumer purchase-decision process.
3 (20 Marks) One of the elements of marketing communication mixinvolves techniques that elicit consumers to make purchases fromtheir homes, offices or any place of convenience without usingintermediaries. Discuss the benefits and forms of above mentionedelement of the marketing mix.