lOMoAR cPSD| 62047580
COM3701
EXAM PACK
, lOMoAR cPSD| 62047580
UNIVERSITY EXAMINATIONS
Oct/Nov 2025
COM3701
Marketing Communication
EXAMINERS: MR I MKHOMAZI; MISS
N LANGA & PROF MB MBATHA
70 Marks
Duration 3 Hours
This examination paper consists of 04 pages including this page.
IMPORTANT:
1 This examination question paper consists of three questions. You must select and answer
any two questions. The use of practical examples to demonstrate your understanding is
highly recommended for this examination.
2 Please make use of the invigilator app, failure to do so, will result in no mark being
awarded for this examination. See instructions regarding the use thereof in page 2.
3 Ensure that your student number is visibly written in your answer book. Also, write the
numbers of the questions that you have answered. E. G (Q2 and Q3)
4 Ensure that you enclose a declaration of own work as posted on myUnisa.
,QUESTION 1
Read the following scenario and answer the question that follows:
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.
1.1 Discuss how Lightbulb Communications could plan a communication campaign for Go!
Beverages 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 Go! Beverages scenario. (35)
TOTAL [35]
Planning a Communication Campaign for Go! Beverages Based
on the Interactive Model of Communication Campaigns
Introduction
The launch of a new product in a competitive market requires a
carefully structured and strategically planned communication
campaign. In the South African beverage market, energy drinks
aimed at professional athletes represent a niche yet highly
competitive segment. These consumers are knowledgeable,
performance-driven, brand-conscious, and highly influenced by
credibility, peer opinion, and measurable results. For Go! Beverages
to successfully introduce its new range of energy drinks, the
communication campaign must do more than simply inform—it must
engage, persuade, and build lasting relationships with its target
audience.
, Lightbulb Communications, as the appointed communication agency,
must therefore adopt a communication model that prioritises
interaction, feedback, relationship-building, and continuous
adaptation. The interactive model of communication campaigns is
particularly suitable for this purpose, as it views communication not
as a one-way transmission of messages but as a dynamic, cyclical,
and participatory process between the organisation and its
stakeholders.
This discussion explains the interactive model of communication
campaigns and applies all its phases to the Go! Beverages scenario.
Each phase is discussed in depth, demonstrating how Lightbulb
Communications could strategically plan, implement, monitor, and
evaluate an effective communication campaign for the new energy
drink aimed at professional athletes in South Africa.
Overview of the Interactive Model of Communication Campaigns
The interactive model of communication campaigns is grounded in
the understanding that communication is a two-way process
involving continuous exchange between the sender and the receiver.
Unlike linear models, which focus on message transmission, the
interactive model emphasises feedback, dialogue, audience
participation, and relationship management.
In a campaign context, the interactive model is typically structured
into interrelated phases, which may vary slightly depending on
academic sources but generally include the following core phases:
1. Research and Situational Analysis
2. Campaign Planning and Strategy Development
3. Message Design and Encoding
4. Channel Selection and Media Integration
5. Implementation and Interaction
6. Feedback, Monitoring, and Adjustment
7. Evaluation and Relationship Maintenance
COM3701
EXAM PACK
, lOMoAR cPSD| 62047580
UNIVERSITY EXAMINATIONS
Oct/Nov 2025
COM3701
Marketing Communication
EXAMINERS: MR I MKHOMAZI; MISS
N LANGA & PROF MB MBATHA
70 Marks
Duration 3 Hours
This examination paper consists of 04 pages including this page.
IMPORTANT:
1 This examination question paper consists of three questions. You must select and answer
any two questions. The use of practical examples to demonstrate your understanding is
highly recommended for this examination.
2 Please make use of the invigilator app, failure to do so, will result in no mark being
awarded for this examination. See instructions regarding the use thereof in page 2.
3 Ensure that your student number is visibly written in your answer book. Also, write the
numbers of the questions that you have answered. E. G (Q2 and Q3)
4 Ensure that you enclose a declaration of own work as posted on myUnisa.
,QUESTION 1
Read the following scenario and answer the question that follows:
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.
1.1 Discuss how Lightbulb Communications could plan a communication campaign for Go!
Beverages 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 Go! Beverages scenario. (35)
TOTAL [35]
Planning a Communication Campaign for Go! Beverages Based
on the Interactive Model of Communication Campaigns
Introduction
The launch of a new product in a competitive market requires a
carefully structured and strategically planned communication
campaign. In the South African beverage market, energy drinks
aimed at professional athletes represent a niche yet highly
competitive segment. These consumers are knowledgeable,
performance-driven, brand-conscious, and highly influenced by
credibility, peer opinion, and measurable results. For Go! Beverages
to successfully introduce its new range of energy drinks, the
communication campaign must do more than simply inform—it must
engage, persuade, and build lasting relationships with its target
audience.
, Lightbulb Communications, as the appointed communication agency,
must therefore adopt a communication model that prioritises
interaction, feedback, relationship-building, and continuous
adaptation. The interactive model of communication campaigns is
particularly suitable for this purpose, as it views communication not
as a one-way transmission of messages but as a dynamic, cyclical,
and participatory process between the organisation and its
stakeholders.
This discussion explains the interactive model of communication
campaigns and applies all its phases to the Go! Beverages scenario.
Each phase is discussed in depth, demonstrating how Lightbulb
Communications could strategically plan, implement, monitor, and
evaluate an effective communication campaign for the new energy
drink aimed at professional athletes in South Africa.
Overview of the Interactive Model of Communication Campaigns
The interactive model of communication campaigns is grounded in
the understanding that communication is a two-way process
involving continuous exchange between the sender and the receiver.
Unlike linear models, which focus on message transmission, the
interactive model emphasises feedback, dialogue, audience
participation, and relationship management.
In a campaign context, the interactive model is typically structured
into interrelated phases, which may vary slightly depending on
academic sources but generally include the following core phases:
1. Research and Situational Analysis
2. Campaign Planning and Strategy Development
3. Message Design and Encoding
4. Channel Selection and Media Integration
5. Implementation and Interaction
6. Feedback, Monitoring, and Adjustment
7. Evaluation and Relationship Maintenance
