, COM2611 Assignment 1 (COMPLETE ANSWERS)
Semester 2 2025 – DUE 2025; 100% correct solutions
and explanations.
QUESTION 1
1.1 With the background of the theoretical foundation of
advertising, discuss the purpose of advertising
Advertising is one of the most powerful marketing tools
organisations use to communicate with their target audiences.
Theoretically, advertising is rooted in communication, persuasion,
and consumer behaviour theories. According to the AIDA model
(Attention, Interest, Desire, Action), advertising guides potential
consumers through a psychological process that moves them from
awareness to purchase. Similarly, the Hierarchy of Effects model
explains that advertising has both cognitive (awareness and
knowledge), affective (liking and preference), and conative (action
and loyalty) impacts. These models highlight that advertising is not
only about informing consumers but also about shaping attitudes
and influencing behaviours.
The purpose of advertising can be explained as follows:
1. Creating Awareness
Advertising introduces Bold and Curvy Gym to the market.
Since it is a newly established company (2024), advertising
will inform potential members about its existence, its facilities,
and its value proposition. For example, billboard and radio
campaigns can raise awareness across different demographics,
ensuring that both younger and older audiences know about the
gym’s services.
2. Educating Potential Clients
Advertising provides information about the unique services
Semester 2 2025 – DUE 2025; 100% correct solutions
and explanations.
QUESTION 1
1.1 With the background of the theoretical foundation of
advertising, discuss the purpose of advertising
Advertising is one of the most powerful marketing tools
organisations use to communicate with their target audiences.
Theoretically, advertising is rooted in communication, persuasion,
and consumer behaviour theories. According to the AIDA model
(Attention, Interest, Desire, Action), advertising guides potential
consumers through a psychological process that moves them from
awareness to purchase. Similarly, the Hierarchy of Effects model
explains that advertising has both cognitive (awareness and
knowledge), affective (liking and preference), and conative (action
and loyalty) impacts. These models highlight that advertising is not
only about informing consumers but also about shaping attitudes
and influencing behaviours.
The purpose of advertising can be explained as follows:
1. Creating Awareness
Advertising introduces Bold and Curvy Gym to the market.
Since it is a newly established company (2024), advertising
will inform potential members about its existence, its facilities,
and its value proposition. For example, billboard and radio
campaigns can raise awareness across different demographics,
ensuring that both younger and older audiences know about the
gym’s services.
2. Educating Potential Clients
Advertising provides information about the unique services
