he increased exposure to an influx of information that consumers encounter daily because of the internet and multiple me
Posted: Wed Jul 06, 2022 6:29 pm
he increased exposure to an influx of information that consumersencounter daily because of the internet and multiple mediaplatform, provides a challenge to marketers to be more intentionalwith their messages design to effectively serve marketingcommunication objectives. The AIDA model emphasizes that a messageshould attract Attention, arouse Interest, create Desire, and leadto Action. The model proposes that consumers respond to marketingmessages 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 marketingmanagement is setting advertising objectives. Identify and analysethe characteristics and purpose of the three objectives ofadvertising. 2 (20 Marks) Discuss the hierarchy of effects modeland describe the 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.