COM4808
ASSIGNMENT 04 – EXAMINATION PORTFOLIO
Marketing Communication, Advertising and Public Relations
DUE DATE: JANUARY 2023
FOR ASSIGNMENT ASSISTANCE, EXAMS AND MORE THIS 2023
WHATSAPP: +27 78 158 2606
,Table of Contents
Page
INTRODUCTION.....................................................................................................................................1
Question 4.1......................................................................................................................................1
4.1.1 What an omni-channel strategy is and how this strategy can support the implementation
of IMC............................................................................................................................................1
4.1.2 A fictitious brand and four personal and non-personal consumer-brand touchpoints where
consumers can engage this brand..................................................................................................3
4.1.3 An omni-channel strategy for this brand to support the implementation of the brand’s IMC
across different consumer-brand touchpoints...............................................................................5
Question 4.2......................................................................................................................................6
4.2.1 An overview of the campaign................................................................................................6
4.2.2 Situating the campaign within the current public relations context: How hashtag
campaigns in general directly result from our “new” understanding of public relations...............6
4.2.3 A discussion of owned, paid and earned media....................................................................7
4.2.4 The different owned, paid and earned media solicited in the chosen campaign................10
Question 4.3....................................................................................................................................11
4.3.1 The changing nature of advertising.....................................................................................11
4.3.2 The use of social media for advertising...............................................................................12
4.3.3 A postmodern, post-postmodern or pseudo-modern context of advertising......................13
4.3.4 The transformation of consumer behaviour in a social media context...............................13
CONCLUSION.......................................................................................................................................14
REFERENCES.........................................................................................................................................15
, 1
INTRODUCTION
The following examination portfolio will provide definitions, explanations, theories,
and discussions based on the following: an omni-channel strategy and how this
strategy can support the implementation of IMC, identifying a fictitious brand and
discussing at least four personal and non-personal consumer-brand touchpoints
where consumers can engage this brand, and planning an omni-channel strategy for
this brand. A hashtag campaign will be selected, and an overview of the campaign
will be explained. Owned, paid and earned media will be defined and discussed.
Additionally, the changing nature of advertising, the use of social media for
advertising, a postmodern, post-postmodern or pseudo-modern context of
advertising will be discussed as well. Lastly, information on the transformation of
consumer behaviour in a social media context will be provided.
Question 4.1
4.1.1 What an omni-channel strategy is and how this strategy can support the
implementation of IMC
A marketing strategy known as omnichannel ensures a seamless and integrated
customer experience by developing your brand's presence across a variety of online
and physical channels (Indeed Editorial Team 2021). Using this strategy, businesses
can communicate with customers through a variety of platforms (Indeed Editorial
Team 2021). Businesses can utilise omnichannel marketing to present a consistent
and appealing brand message by merging these online and offline communication
platforms (Indeed Editorial Team 2021).
This is how this strategy can support the implementation of IMC:
ASSIGNMENT 04 – EXAMINATION PORTFOLIO
Marketing Communication, Advertising and Public Relations
DUE DATE: JANUARY 2023
FOR ASSIGNMENT ASSISTANCE, EXAMS AND MORE THIS 2023
WHATSAPP: +27 78 158 2606
,Table of Contents
Page
INTRODUCTION.....................................................................................................................................1
Question 4.1......................................................................................................................................1
4.1.1 What an omni-channel strategy is and how this strategy can support the implementation
of IMC............................................................................................................................................1
4.1.2 A fictitious brand and four personal and non-personal consumer-brand touchpoints where
consumers can engage this brand..................................................................................................3
4.1.3 An omni-channel strategy for this brand to support the implementation of the brand’s IMC
across different consumer-brand touchpoints...............................................................................5
Question 4.2......................................................................................................................................6
4.2.1 An overview of the campaign................................................................................................6
4.2.2 Situating the campaign within the current public relations context: How hashtag
campaigns in general directly result from our “new” understanding of public relations...............6
4.2.3 A discussion of owned, paid and earned media....................................................................7
4.2.4 The different owned, paid and earned media solicited in the chosen campaign................10
Question 4.3....................................................................................................................................11
4.3.1 The changing nature of advertising.....................................................................................11
4.3.2 The use of social media for advertising...............................................................................12
4.3.3 A postmodern, post-postmodern or pseudo-modern context of advertising......................13
4.3.4 The transformation of consumer behaviour in a social media context...............................13
CONCLUSION.......................................................................................................................................14
REFERENCES.........................................................................................................................................15
, 1
INTRODUCTION
The following examination portfolio will provide definitions, explanations, theories,
and discussions based on the following: an omni-channel strategy and how this
strategy can support the implementation of IMC, identifying a fictitious brand and
discussing at least four personal and non-personal consumer-brand touchpoints
where consumers can engage this brand, and planning an omni-channel strategy for
this brand. A hashtag campaign will be selected, and an overview of the campaign
will be explained. Owned, paid and earned media will be defined and discussed.
Additionally, the changing nature of advertising, the use of social media for
advertising, a postmodern, post-postmodern or pseudo-modern context of
advertising will be discussed as well. Lastly, information on the transformation of
consumer behaviour in a social media context will be provided.
Question 4.1
4.1.1 What an omni-channel strategy is and how this strategy can support the
implementation of IMC
A marketing strategy known as omnichannel ensures a seamless and integrated
customer experience by developing your brand's presence across a variety of online
and physical channels (Indeed Editorial Team 2021). Using this strategy, businesses
can communicate with customers through a variety of platforms (Indeed Editorial
Team 2021). Businesses can utilise omnichannel marketing to present a consistent
and appealing brand message by merging these online and offline communication
platforms (Indeed Editorial Team 2021).
This is how this strategy can support the implementation of IMC:
