Bm104 Marketing Communication|Model Assessment Answer

Question 1 The hierarchy of effects model establishes 6 different steps involved towards consumer decision making towards a product which initiates from knowledge about the product or brand to finally purchase of the brand. Also, the 6 steps can be effectively aligned to the cognitive, affective and conative component of attitude formation. Explain the objective of the above campaign with reference to this model and elaborate in what way it can influence the attitude formation of the target consumer (young women).

Sep. - Dec. 2020 Group Assignment BM 104 Marketing Communication I 3 Question 2 After going through the campaign on you tube, you strongly believe that further improvement in terms of consumer awareness is possible through effective use of digital marketing strategies. Demonstrate the application of digital marketing towards this campaign. Substantiate your choice of the strategies with relevant academic logic. Question 3 It has been observed that the message strategy, appeal and executional framework for any communication objective should be aligned to optimize the impact of the message on the target audience. Show the alignment of these three components that you can observe for the above campaign. Justify your answer with relevant academic logic