Read the passage below carefully. Answer all the questions that follow. According to the management studies guide, brand awareness is the probability that consumers are familiar about the life and availability of the product. The guide further explains that it is the degree to which consumers precisely associate the brand with specific products. This gives the idea that there is supposed to be a direct relationship that exist between the marketing strategy of a given company and the awareness of their product in public domain. The main aim of marketing has always been to connect the consumers to the right product at an opportune time. In a modern society, where technology is at its peak and a huge number of the worlds population spend most of their time on various internet platforms, digital marketing has become a necessity in creating brand awareness. According to the W.J. Schrorer Company; a social marking consultancy, the bulk of the population now is composed of individuals born within the generation Y and Z era thus more exposed to computer, the internet and social media and are less brand loyal. In the words of the SAS group, a statistical consortium, digital marketing is the promotion of products or brands via one or more forms of electronic media and differs from the traditional marketing in that, it involves the use of channels and methods that enable an organization to analyse marketing campaigns and understand what is working and what isnt, typically in real time. This is an area most companies want to take advantage of, by shifting their marketing campaigns to this space. The traditional marketing strategy usually known as face to face marketing though efficient has its own deficiencies and could not always answer the demands of todays consumer world. Thus, digital marketing is fast becoming a more preferred choice over other modes of marketing. The above background reflects the key area of interest of researchers. Researchers want to work on the assumption that there exist a positive correlation between digital marketing and brand awareness. In other words, researchers would want to know how a privately owned financial institution, would be able to use digital marketing to create a positive brand awareness and how that would impact on its profitability. The most prominent question which is at the fore of current study is will digital marketing always lead to brand awareness and profitability? They will also want to find out if digital marketing may affect brand awareness but not profit margins. a) How did the writer project relationship between the marketing strategy of a company and the consciousness of their product? Your answer should be illustrated by examples from the passage. (EV6 marks)

b) How does the writer define digital marketing? Explain using relevant examples from the passage, the factors that has led to the use of digital marketing in todays business world and? (CR 7marks)

c) In a modern society, where technology is at its peak and a huge number of the worlds populations spend most of their time on various internet platforms. How would you relate this statement to the current life situation during this pandemic? Your answer should also reflect the tangible examples that can support your explanation. (AN 7marks)