COM3701 Assignment 1 (ANSWERS) Semester 1 2025 - DISTINCTION GUARANTEED

COM3701
Assignment 1 Semester 1 2025
Unique Number:
Due Date: 27 March 2025


QUESTION 1: NAVI CRAFT BEER

1.1 Three Benefits of Integrated Marketing Communication (IMC)


Integrated Marketing Communication (IMC) is a strategic approach that ensures all
communication and marketing efforts are consistent, unified, and effectively reach the
target audience. For Navi Craft Beer, implementing IMC can help in the following ways:

1. Increased Brand Awareness – IMC allows Navi Craft Beer to use multiple
communication channels (social media, traditional advertising, public relations, and
direct marketing) to reinforce brand visibility and recognition. Consistent messaging
across different platforms helps establish the brand in the minds of consumers.




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TABLE OF CONTENTS
INTRODUCTION ........................................................................................................ 3
QUESTION 1: NAVI CRAFT BEER............................................................................ 3
1.1 Three Benefits of Integrated Marketing Communication (IMC) ......................... 3
1.2 Distinguishing Between Social Marketing and Relationship Marketing ............. 4
1.3 Environmental Forces Affecting Navi Craft Beer ............................................... 4
1. Economic Forces ............................................................................................. 5
2. Social and Cultural Forces ............................................................................... 5
3. Technological Forces ....................................................................................... 5
4. Competitive Forces .......................................................................................... 6
5. Regulatory and Legal Forces ........................................................................... 6
QUESTION 2: COMMUNICATION CAMPAIGN FOR BINGIE USING THE
INTERACTIVE MODEL OF COMMUNICATION CAMPAIGNS ................................. 6
Phase 1: Assessment ............................................................................................. 7
Identifying the Communication Problem or Opportunity....................................... 7
Identifying the Communicator .............................................................................. 7
Identifying the Communication Planner ............................................................... 7
Defining the Target Audience .............................................................................. 7
Situational Analysis.............................................................................................. 8
Phase 2: Creation ................................................................................................... 8
Defining Problems, Strengths, Weaknesses, and Opportunities.......................... 8
Establishing the Campaign Topic ........................................................................ 8
Specifying Strategic Communication Objectives ................................................. 8
Creating the Communication Message ................................................................ 9
Allocating Resources and Tasks.......................................................................... 9
Selecting the Media ............................................................................................. 9
Phase 3: Implementation ........................................................................................ 9
Timing and Launch Strategy .............................................................................. 10
Media Monitoring and Budget Control ............................................................... 10
Supporting Communication and Crisis Management ......................................... 10
Tracking Audience Behavior and Engagement .................................................. 10
Phase 4: Evaluation .............................................................................................. 10
Objective Attainment Analysis ........................................................................... 10
Corrective Action and Follow-Up ....................................................................... 11
CONCLUSION ......................................................................................................... 11