COM3701 Assignment 1
(COMPLETE ANSWERS)
Semester 1 2025 - DUE 27
March 2025
100% GUARANTEEED
, COM3701 Assignment 1 (COMPLETE
ANSWERS) Semester 1 2025 - DUE 27 March
2025
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
was not well COM3702 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) COM3703
1. Consistent Messaging – IMC ensures that all communication channels
convey a unified message, strengthening brand identity and preventing
confusion among consumers.
2. Cost Efficiency – By integrating various marketing efforts, companies can
reduce duplication of efforts and maximize their marketing budget for
greater impact.
3. Enhanced Brand Awareness and Customer Engagement – A well-
coordinated IMC strategy increases brand visibility and fosters stronger
relationships with customers, leading to higher engagement and brand
loyalty.
1.2 Distinguish between social marketing and
relationship marketing. (2)
Social Marketing focuses on promoting positive social change by influencing
behavior for the benefit of society as a whole. It is often used in public health
(COMPLETE ANSWERS)
Semester 1 2025 - DUE 27
March 2025
100% GUARANTEEED
, COM3701 Assignment 1 (COMPLETE
ANSWERS) Semester 1 2025 - DUE 27 March
2025
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
was not well COM3702 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) COM3703
1. Consistent Messaging – IMC ensures that all communication channels
convey a unified message, strengthening brand identity and preventing
confusion among consumers.
2. Cost Efficiency – By integrating various marketing efforts, companies can
reduce duplication of efforts and maximize their marketing budget for
greater impact.
3. Enhanced Brand Awareness and Customer Engagement – A well-
coordinated IMC strategy increases brand visibility and fosters stronger
relationships with customers, leading to higher engagement and brand
loyalty.
1.2 Distinguish between social marketing and
relationship marketing. (2)
Social Marketing focuses on promoting positive social change by influencing
behavior for the benefit of society as a whole. It is often used in public health
