COM3701 Assignment 1 2025 – Due 17 March 2025

ASSIGNMENT 01

DUE DATE: 27 MARCH 2025

ANSWERS ALL
QUESTIONS. QUESTION 1

Read the following scenario and answer the questions that follow:

A new beer brand, Navi Craft Beer has been launched in the South Africa market. The
brand is unable to gain a reasonable market share because the craft beer wasnot well communicated to the target market. As a communication consultant for Navi
Craft Beer, you are required to do the following as part of the Executive Committee:

1.1 Name any three (3) benefits of integrated marketing communication (IMC).
Consistency of message delivery Ensures that the brand’s message remains uniform
across all marketing channels, leading to a stronger and clearer brand identity.
Improved marketing precision helps target the right audience more effectively by
integrating various marketing communication strategies and data-driven approaches.
Increased brand awareness and delivering a single, focused message across multiple
platforms, IMC enhances brand recognition and recall among consumers.