The hair care aisle of a typical supermarket has more than 100 choices of shampoo. The product packaging promotes a myriad of hair care benefits including repair, protection, hydration, control, and nourishment. How does a consumer make the match between his or her needs and the brand benefits? It's not easy to choose, therefore not a surprise that many shoppers spend a lot of time in a supermarket aisle when they select a shampoo brand.

One way that consumers try to simplify the purchase process is by referring to compelling advertising, so advertising agencies work hard to create effective messages that can reinforce current brand loyalty or persuade consumers to try a brand. Hair care product advertising relies heavily on television, print, the Internet, and outdoor advertising, most commonly in the form of billboards . One such brand is Clear. Clear's core benefit is the strength and beauty it gives hair.

a) Referring to the advertisements above, explain Clear's promotion with the context of the Theory of Reasoned Action (TORA) model

b) Discuss two (2) attributes that were central to the advertisements, by showing how the TORA model explains what the company was trying to accomplish with the "Feed Scalp, Feed Beauty" campaign.