Catwalk is a leading UK based production company engaged in producing fashion and media events. The company also provides models, make-up artists, hair stylists, choreographers, dancers, photographers, locations, stylists, stage and lighting facilities to its clients. The company has its headquarters in Glasgow and regional offices in London and Edinburgh (Catwalk Productions 2012).Another source of competition for Hexagon is JLP Events, which has also proved its worth in UK’s event management industry. The company specializes in organizing fashion shows and is considered to be delivering high quality and value added services to its clients. The management team of the company is also passionate and dedicated towards becoming one of the finest fashion show organizers in the world (JLP Events 2012).“To achieve its lofty aims and objectives, Hexagon must focus of incorporating its mission into its operational activities which will facilitate the achievement of our vision. Hexagon should become one of the front runners in fashion event planning industry in England and become an icon in providing a platform where fashion brands can promote their businesses”“Hexagon believes on making good choices to produce services that cater our customers’ requirements and satisfy them with intensive efforts of the company. These efforts aims at becoming the foremost choice of fashion designers and their brands by facilitating their launching of brand or promotion of their products and services through state of the art event management services. For this reason, Hexagon strives to produce hassle-free events for fashion brands and designers at an affordable cost”The advertising campaign of Hexagon will be designed, keeping in view the necessity of the business, the background theme and expected behavior of the target audience towards these advertisements. As suggested by Ajzen (1991), that the marketing efforts of organizations should aim at identifying the link between the intention and attitudes of the customers towards a service or product. Further addressing to the planned consumer behavior, Ajzen (1991)stated that his theory of consumer behavior would help in predicting the behavior of the consumers when they see or hear about advertising campaign of an organization (Schiffman. 2002, Hoyer and Macinnis 2009). The theory of consumer behavior or planned behavior implies that if a consumer show greater
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