QUESTION 2

Batik is an Indonesian-Malay word which refers to a generic wax-resist dyeing technique used on fabric.This colorful textile is gaining popularity and accepted by the world generally. Locally, batik has been selected as national costumes and formal dress codes since a very long time ago.

Levis has adopted Batik into its design and production of clothes and jeans for the Asian market.However, many Asian countries are not aware of the specialty of this colorful textile.Therefore, an aggressive 6-month Levis Batik Awareness Campaign is planned to be launched specifically on print-ads (e.g. posters, magazines, and billboards) for its new concept of Levis Batik fashion.

As the Advertising Manager, you are to advise the company if it should adopt a Consumer Processing Model (CPM) or Hedonic, Experiential Model (HEM) approach, or both approaches for its aggressive 6-month campaign on print-ads.Justify your selected approach(es) for the print-ads over the 6 months, and describe the contents and image of the ads.You may draw the ads to support your explanations.