1|Page
COM2611 Assignment 1 Semester 1 2026 (Answer Guide) – 23 March
2026
VERIFIED AND CERTIFIED ANSWERS. WRITTEN IN REQUIRED FORMAT AND WITHIN
GIVEN GUIDELINES. IT IS GOOD TO USE AS A GUIDE AND FOR REFERENCE, NEVER
PLAGARIZE. Thank you and success in your academics.
UNISA, 2026
Contents
Question 1 .................................................................................................................................................. 2
1.1 Explain the importance of marketing communication in emerging economies. (5) ............... 2
1.2 Discuss any ONE (1) area in which IMC could easily be regarded as unethical, as
mentioned by Shimp and Andrews (2018). (5) .................................................................................. 4
Question 2 .................................................................................................................................................. 5
2.1 Identify and explain any ONE (1) building block of advertising that is depicted in the New
Kia Sportage TV advertisement. (5) .................................................................................................... 6
2.2 Explain the purpose of digital communication for the motor industry. (5) ............................... 7
References ................................................................................................................................................. 9
, 2|Page
Question 1
1.1 Explain the importance of marketing communication in emerging economies.
(5)
Marketing communication refers to the processes and strategies that organisations use
to inform, persuade, and remind consumers about their products, services, or brands
through various communication channels. In emerging economies, marketing
communication plays a particularly important role because markets are still developing,
consumer awareness is evolving, and businesses must actively build trust and
relationships with consumers (Shimp & Andrews, 2018).
One important reason why marketing communication is significant in emerging
economies is that it creates awareness of products and services. In many
developing markets, consumers may not be familiar with new products, technologies, or
brands entering the market. Marketing communication helps organisations introduce
these offerings and educate consumers about their benefits and uses. Through
advertising, promotions, and digital communication, businesses can explain product
features and demonstrate how the product improves consumers’ lives (Belch & Belch,
2021). Without effective communication, even high-quality products may fail because
potential customers are unaware of their existence.
Another key importance of marketing communication in emerging economies is that it
builds brand recognition and trust. Consumers in developing markets often rely
heavily on brand reputation when making purchasing decisions. Effective
communication strategies help companies create a consistent brand image and build
credibility over time. When organisations communicate clearly and consistently across
different platforms such as television, social media, and outdoor advertising, they
strengthen consumer confidence in the brand. This trust is essential in emerging
markets where consumers may be cautious about trying unfamiliar products (Shimp &
Andrews, 2018).
Marketing communication also supports economic growth and market development
in emerging economies. By promoting products and services, businesses stimulate
COM2611 Assignment 1 Semester 1 2026 (Answer Guide) – 23 March
2026
VERIFIED AND CERTIFIED ANSWERS. WRITTEN IN REQUIRED FORMAT AND WITHIN
GIVEN GUIDELINES. IT IS GOOD TO USE AS A GUIDE AND FOR REFERENCE, NEVER
PLAGARIZE. Thank you and success in your academics.
UNISA, 2026
Contents
Question 1 .................................................................................................................................................. 2
1.1 Explain the importance of marketing communication in emerging economies. (5) ............... 2
1.2 Discuss any ONE (1) area in which IMC could easily be regarded as unethical, as
mentioned by Shimp and Andrews (2018). (5) .................................................................................. 4
Question 2 .................................................................................................................................................. 5
2.1 Identify and explain any ONE (1) building block of advertising that is depicted in the New
Kia Sportage TV advertisement. (5) .................................................................................................... 6
2.2 Explain the purpose of digital communication for the motor industry. (5) ............................... 7
References ................................................................................................................................................. 9
, 2|Page
Question 1
1.1 Explain the importance of marketing communication in emerging economies.
(5)
Marketing communication refers to the processes and strategies that organisations use
to inform, persuade, and remind consumers about their products, services, or brands
through various communication channels. In emerging economies, marketing
communication plays a particularly important role because markets are still developing,
consumer awareness is evolving, and businesses must actively build trust and
relationships with consumers (Shimp & Andrews, 2018).
One important reason why marketing communication is significant in emerging
economies is that it creates awareness of products and services. In many
developing markets, consumers may not be familiar with new products, technologies, or
brands entering the market. Marketing communication helps organisations introduce
these offerings and educate consumers about their benefits and uses. Through
advertising, promotions, and digital communication, businesses can explain product
features and demonstrate how the product improves consumers’ lives (Belch & Belch,
2021). Without effective communication, even high-quality products may fail because
potential customers are unaware of their existence.
Another key importance of marketing communication in emerging economies is that it
builds brand recognition and trust. Consumers in developing markets often rely
heavily on brand reputation when making purchasing decisions. Effective
communication strategies help companies create a consistent brand image and build
credibility over time. When organisations communicate clearly and consistently across
different platforms such as television, social media, and outdoor advertising, they
strengthen consumer confidence in the brand. This trust is essential in emerging
markets where consumers may be cautious about trying unfamiliar products (Shimp &
Andrews, 2018).
Marketing communication also supports economic growth and market development
in emerging economies. By promoting products and services, businesses stimulate
