,COM3701 Assignment 1 (COMPLETE ANSWERS)
Semester 1 2025 - DUE 27 March 2025; 100% Correct
solutions and explanations.
QUESTION 1 QUESTION 1 Read the following scenario and
answer the questions that follow: Go! Beverages launched a new
range of energy drinks aimed at professional athletes in South
Africa. Go! Beverages approached Lightbulb Communications
to run a communication campaign to raise awareness of the new
energy drink. COM3701 ASSIGNMENT 2025 Consider how
Lightbulb Communications could plan an integrated
communication campaign for Go! Beverages. 1.1. Part of the
integrated communication campaign involves using the
corporate website to explain features of the new mobile
application. Explain how Go! Beverages corporate website
could be used as a ‘pull’ mechanism to attract customers to the
corporate website. (5) 1.2. Discuss how online marketing can be
disadvantageous for Go! Beverages’ integrated communication
campaign. Provide five (5) explanations. (10) 1.3. Explain and
apply the first two phases of the interactive model of
communication campaigns to the Go! Beverages scenario. (20)
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]
1.1. Using the corporate website as a ‘pull’ mechanism
Go! Beverages can use their corporate website as a ‘pull’
mechanism to attract customers by providing valuable content
and interactive features. Here’s how they can do it:
Content Marketing: The website can feature detailed
information about the new energy drink range, highlighting
benefits, ingredients, and how the drinks are designed for
professional athletes. Engaging blog posts, videos, and
infographics can be used to educate the target audience,
pulling them in to learn more.
Interactive Features: Including product demos, customer
testimonials, and interactive quizzes can allow visitors to
engage with the brand, drawing them to the website to
explore.
Exclusive Offers: Providing incentives such as discounts,
contests, or loyalty programs that are accessible only
through the website can encourage visitors to visit the site.
SEO Optimization: By using search engine optimization
techniques to ensure the website ranks well for relevant
searches (like "best energy drinks for athletes"), the website
can attract organic traffic.
Semester 1 2025 - DUE 27 March 2025; 100% Correct
solutions and explanations.
QUESTION 1 QUESTION 1 Read the following scenario and
answer the questions that follow: Go! Beverages launched a new
range of energy drinks aimed at professional athletes in South
Africa. Go! Beverages approached Lightbulb Communications
to run a communication campaign to raise awareness of the new
energy drink. COM3701 ASSIGNMENT 2025 Consider how
Lightbulb Communications could plan an integrated
communication campaign for Go! Beverages. 1.1. Part of the
integrated communication campaign involves using the
corporate website to explain features of the new mobile
application. Explain how Go! Beverages corporate website
could be used as a ‘pull’ mechanism to attract customers to the
corporate website. (5) 1.2. Discuss how online marketing can be
disadvantageous for Go! Beverages’ integrated communication
campaign. Provide five (5) explanations. (10) 1.3. Explain and
apply the first two phases of the interactive model of
communication campaigns to the Go! Beverages scenario. (20)
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]
1.1. Using the corporate website as a ‘pull’ mechanism
Go! Beverages can use their corporate website as a ‘pull’
mechanism to attract customers by providing valuable content
and interactive features. Here’s how they can do it:
Content Marketing: The website can feature detailed
information about the new energy drink range, highlighting
benefits, ingredients, and how the drinks are designed for
professional athletes. Engaging blog posts, videos, and
infographics can be used to educate the target audience,
pulling them in to learn more.
Interactive Features: Including product demos, customer
testimonials, and interactive quizzes can allow visitors to
engage with the brand, drawing them to the website to
explore.
Exclusive Offers: Providing incentives such as discounts,
contests, or loyalty programs that are accessible only
through the website can encourage visitors to visit the site.
SEO Optimization: By using search engine optimization
techniques to ensure the website ranks well for relevant
searches (like "best energy drinks for athletes"), the website
can attract organic traffic.
