2025 - COM2612 - ASSESSMENT 2 - QUESTIONS AND ANSWERS - SEMESTER 2

2025 – S1 – COM2612 – ASSESSMENT 2 – Q&A


QUIZ

Assessment 2
Started on Thursday, 17 April 2025,
State Finished
Completed Thursday, 17 April 2025,
on
Time taken
Marks 25.00/25.00
Grade 100.00 out of 100.00
Feedback Thank you for having completed Assessment 02, well done and
congratulations! Please refer to your 201-tutorial letter B for an
explanation of correct and incorrect answers. You will find this
tutorial letter under Official study material as from 21/22 April.


Question 1
The state of the economy, such as recessions or booms, can affect the financial
resources available for branding activities and consumer buying behaviours. Select
the BEST option below that refers to the environmental factors of brand power.

a.
Competitors
b.
Economic factors
c.
Technological factors
d.
Socio-cultural
e.
Socio-cultural factors

Feedback
The correct answer is: Economic factors



Question 2
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,2025 – S1 – COM2612 – ASSESSMENT 2 – Q&A


Which of the following is NOT a part of the brand experience?

a.
Employee satisfaction.
b.
Customer service interactions.
c.
Well-organised store layout.
d.
Product or service quality.
e.
Packaging design.

Feedback
The correct answer is: Employee satisfaction.



Question 3
What option below is one way in which organisations can use cultural branding for
social impact?

a.
Avoiding any connection to cultural context
b.
Understanding consumers
c.
Ignoring social and cultural issues
d.
Using their cultural influence to address important issues
e.
Promoting cultural insensitivity

Feedback
The correct answer is: Using their cultural influence to address important issues



Question 4


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,2025 – S1 – COM2612 – ASSESSMENT 2 – Q&A


Select the most appropriate definition of integrated brand communication below.
Integrated brand communication…

a.
An organisation runs a public relations and advertising campaign to create
awareness.
b.
refers to IMC that targets the broader mass market and unknown audiences.
c.
is the process of building, keeping up, and improving a brand's image and name over
time.
d.
creates a total brand experience through a consistent brand identity to ensure that all
possible brand contact points communicate an integrated and consistent brand
message.
e.
is one way communication in that the organisation ‘pushes’ marketing information to
the client.

Feedback
The correct answer is: creates a total brand experience through a consistent brand
identity to ensure that all possible brand contact points communicate an integrated
and consistent brand message.



Question 5
Which ONE of the following best encapsulates a signature story as Aaker (2018)
defines it?

a.
A story that is not important for the organisation to tell.
b.
An interesting and true story that explains or improves the organisation's brand
c.
A story that is used for short-term marketing purposes only.
d.


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, 2025 – S1 – COM2612 – ASSESSMENT 2 – Q&A


A story that involves only the organisation's customers.
e.
A story that enhances the organisation's operational strategy.

Feedback
The correct answer is: An interesting and true story that explains or improves the
organisation's brand



Question 6
The 2018 YouTube video by Chris Meylan on converged media in learning unit 4
talks about how owned, paid, and earned media (OPE) can be combined and what
kind of media they become when two types are combined. Which ONE of the
following statements is correct?

a.
OPE can be combined with shared media to become branded content.
b.
OPE cannot be combined with any other type of media.
c.
OPE can only be combined with owned media to become earned media.
d.
OPE can be combined with paid media to become social media.
e.
OPE can be combined with any other type of media to become converged media.

Feedback
The correct answer is: OPE can be combined with any other type of media to
become converged media.




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