Com2611 Assignment 1 Semester 2 2025 (Answer Guide)

COM2611 ASSIGNMENT 1 SEMESTER 2 2025 (Answer Guide) 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, 2025 Contents QUESTION 1: ADVERTISING 2 1.1 The purpose of advertising (theoretical foundation) (5) 2 1.2 Data-driven advertising: definition + five types with Bold and Curvy Gym examples (15) 2 What “data-driven advertising” means 3 Why these five work together for Bold and Curvy Gym 5 QUESTION 2: ONLINE REPUTATION MANAGEMENT (ORM) 6 2.1 What is ORM? (5) 6 2.2 Eskom case: social media monitoring vs social listening in ORM (15) 6 List of sources consulted 8   QUESTION 1: ADVERTISING Scenario: Bold and Curvy Gym is a nationwide gym brand (est. 2024) launching a marketing effort that uses advertising as a cost-effective, efficient way to reach potential members. 1.1 The purpose of advertising (theoretical foundation) (5) Advertising is a paid-for, persuasive and informative form of brand communication delivered through mass and digital/interactive media. Its core job is to influence consumer behavior not only for products and services, but also for brands and ideas by creating awareness, shaping perceptions and prompting action (e.g., joining a gym, booking a class) (Moriarty et al., 2019:65; Belch & Belch, 2018:17; Einstein, 2017:22). From a functional point of view, advertising helps a brand identify itself, inform target audiences about offerings and benefits, persuade them to choose the brand, and remind them to stay engaged thereby supporting brand equity through consistent exposure and meaning in consumers’ minds (Moriarty et al., 2019:66–67). For a new entrant such as Bold and Curvy Gym, these purposes translate into: introducing the brand nationally, educating different fitness segments (youth, seniors, families) about programmes and amenities, persuading trial (e.g., free first class), and reminding prospects to convert or renew.