COM3701 Assignment 1 Semester 1 Memo | Due 27 March 2025

Description

COM3701 Assignment 1 Semester 1 | Due 27 March 2025. All questions answered. QUESTION 1 QUESTION 2 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 was not 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). (3) 1.2 Distinguish between social marketing and relationship marketing. (2) 1.3 Discuss and apply the five (5) main environmental forces that need to be scanned to assess the trends that affect both the organisation and its consumer with regards to the Navi Craft Beer. (15) TOTAL [20] Read the following scenario and answer the questions that follow: Bingie launched a new range of energy drinks aimed at professional athletes in South Africa. Bingie approached BCB Communications to run a communication campaign to raise awareness of the new energy drink. 2.1 Discuss how BCB Communications could plan a communication campaign for Bingie based on the interactive model of communication campaigns. Your discussion should explain and apply all the phases of the interactive model of communication campaigns to the Bingie scenario. (20) TECHNICAL PRESENTATION (10) TOTAL [50]