, COM2611
ASSIGNMENT 1 SEMESTER 2
2026
DUE 21 AUGUST 2026
QUESTION 1 [10]
1.1 The Purpose of Advertising
From a theoretical perspective, advertising serves several core purposes, which can be understood
through the classic AIDA model (Attention, Interest, Desire, Action) and the broader
hierarchy-of-effects framework (Belch & Belch, 2018). Firstly, advertising aims to inform by creating
awareness and communicating essential details about a product or service to a target audience
(Kotler & Keller, 2016). In the Eskom scenario, informing large electricity users about the
Renewable Energy Offtake Programme’s 291 MW solar PV offering and the associated Request for
Proposal (RFP) process is a primary purpose.
Secondly, advertising serves a persuasive function, seeking to influence consumer attitudes and
encourage a desired behavioural response, such as signing a Power Purchase Agreement (PPA)
(Percy & Elliott, 2016). Eskom’s advertising would aim to convince large users that renewable
energy is reliable, cost-effective, and aligned with their own sustainability goals. Thirdly, advertising
plays a reminder role, maintaining brand salience and reinforcing the organisation’s commitment
to its customers (Du Plessis & Rousseau, 2015). For Eskom, this means reminding stakeholders of its
strategic shift from coal-only generation towards a diversified energy mix, thereby strengthening its
image as a future-focused and customer-centred utility.
Additionally, advertising can support institutional objectives, such as building a favourable
corporate identity and demonstrating social responsibility (Fill & Turnbull, 2019). Eskom’s
programme explicitly aims to reduce carbon emissions and ensure energy security, which are
institutional messages that enhance its public standing and long-term competitiveness.
ASSIGNMENT 1 SEMESTER 2
2026
DUE 21 AUGUST 2026
QUESTION 1 [10]
1.1 The Purpose of Advertising
From a theoretical perspective, advertising serves several core purposes, which can be understood
through the classic AIDA model (Attention, Interest, Desire, Action) and the broader
hierarchy-of-effects framework (Belch & Belch, 2018). Firstly, advertising aims to inform by creating
awareness and communicating essential details about a product or service to a target audience
(Kotler & Keller, 2016). In the Eskom scenario, informing large electricity users about the
Renewable Energy Offtake Programme’s 291 MW solar PV offering and the associated Request for
Proposal (RFP) process is a primary purpose.
Secondly, advertising serves a persuasive function, seeking to influence consumer attitudes and
encourage a desired behavioural response, such as signing a Power Purchase Agreement (PPA)
(Percy & Elliott, 2016). Eskom’s advertising would aim to convince large users that renewable
energy is reliable, cost-effective, and aligned with their own sustainability goals. Thirdly, advertising
plays a reminder role, maintaining brand salience and reinforcing the organisation’s commitment
to its customers (Du Plessis & Rousseau, 2015). For Eskom, this means reminding stakeholders of its
strategic shift from coal-only generation towards a diversified energy mix, thereby strengthening its
image as a future-focused and customer-centred utility.
Additionally, advertising can support institutional objectives, such as building a favourable
corporate identity and demonstrating social responsibility (Fill & Turnbull, 2019). Eskom’s
programme explicitly aims to reduce carbon emissions and ensure energy security, which are
institutional messages that enhance its public standing and long-term competitiveness.
