Multi-Attribute-Model (MAM) Media Assignment Paper

Multi-Attribute-Model (MAM)
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Multi-Attribute-Model (MAM)
Question 1
MAM is a model that is used to measure consumer attitude. This model contains three elements such as belief, attribute, and weights. Attribute, in this case, can be understood as the characteristics of the attitude of a product while beliefs are measures of a given attribute (Hahn, Seaman, & Bikel, 2012).
When using the MAM, data is normally collected using random sampling then analyzed using both mathematics and statistical methods. The different estimates that are normally derived from linear programming reveal stability and predictability of consumer attributes via ranking (Smith, et al., 2008).
Marketers usually implement the MAM tool to change the consumer's knowledge function based on the attitude through the use of facts to compare products as well as the use of the information from statistics to creatively design methods of delivering information. Furthermore, advertisement campaigns that are creatively designed to appeal to the consumers are usually based on the value-expressive which deliver messages on benefits of using a particular product. Such advertisement should include symbolism and image strategies regarding a given attitude towards a product (Smith, et al., 2008).
Line by line analysis usually specifies the different requirements for a particular product line. It identifies and analyses opportunities for the products by identifying common requirements across the product line. Furthermore, it specifies the quality attributes and functionality of products within the product line. The procedures used in line by line analysis include the use of modeling techniques used to develop a particular product (Azarm & Li, 2002). Consequently, data is interpreted using MAM which identifies goals and objectives achieved, elaborates on the decision alternatives and attributes, specifies preferences for each attribute and elaborates on ranking (Azarm & Li, 2002). Lastly, MAM model can be implemented to inform creativity process through the use of overall rating of creativity as well as breaking down an assessment along the different attributes to determine consumer preference. Therefore, such techniques would require mathematical representations or ranking (Azarm & Li, 2002).
Question 2
SWOT is normally a tool or a framework that is used in an organization to clarify insights that are derived from an internal analysis of an enterprise strength and weakness and from analysis of the external environment which reveals both opportunities and threats (Lee, 2017). The SWOT analytical tool normally have a four quadrant namely strength which is the positive attributes that an organization has in terms of its performance and positioning which is superior to the competitors. Secondly, there are weaknesses which are factors that detract business from the performance. At the external environment, opportunities represent the factors that can help the business perform better at the market level wh...