COM3701/201/1/2020

Tutorial Letter 201/1/2020

Marketing Communication

COM3701

Semester 1

Department of Communication Science

This tutorial letter contains important information

about your module.

BARCODE

Open Rubric
 CONTENTS

Page

1 INTRODUCTION ..................................................................................................... 3
2 LECTURER(S) AND CONTACT DETAILS ............................................................ 3
3 FEEDBACK ON ASSIGNMENT 01 ........................................................................ 4
4 FEEDBACK ON ASSIGNMENT 02 ...................................................................... 20
5 IN CLOSING .......................................................................................................... 29

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Dear Student

1 INTRODUCTION

We trust that you are enjoying this third-level module in Marketing

Communications. We know that the workload is substantial, but we hope that you
have spent the recommended amount of time working through the content and
that you will be prepared for the examination soon.

This tutorial letter contains important information. Please study it carefully in

preparation for your examination. Do not hesitate to contact us if you need
clarification on anything.

2 LECTURERS AND CONTACT DETAILS

The contact details of your lecturers are indicated below. As you prepare for your
examination, please liaise directly with the responsible lecturer if you have any
questions related to a specific study unit.

Your lecturers' details are as follows:

Mr Ivan Mkhomazi
Module Coordinator

E-mail: mkhomi@unisa.ac.za
Telephone: 012 429 4113

Mr Melusi Mntungwa
E-mail: mntunml@unisa.ac.za
Telephone: 012 429 2335

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3 FEEDBACK ON ASSIGNMENT 01

Unique Assignment Number 563221

Due Date 27 March 2020

We trust that you have already received your marked assignment with comments
from your lecturers and that you understand why you were given the mark that
you received.

Below are some general comments on the activities. Study them if you are still
unsure about any part of the activities.

QUESTION 1 [25]

ProCare pharmacy is a large national pharmacy chain. The organisation wants to

include sponsorship as part of their promotional mix in an attempt to increase
brand awareness. As the company’s marketing director, management
approaches you to develop a brief that outlines what the process may entail. You
decide to structure the brief to include the following aspects:

1.1. Provide a brief outline as to how sponsorship can be defined. (3)

Sponsorship can be defined as “a commercial agreement from which both parties

(the sponsor and the organisation) expect the return on their investment, in both
monetary and non-monetary terms, before, during and after the sponsorship
campaign” (Angelopulo & Barker 2013:208).

Other authors such as van Heerden (2010:276) define sponsorship as “the

provision of resources (e.g. money, people, equipment) by an organisation (the
sponsor) directly to a sponsored entity (sport, art, culture, environment) to enable
the sponsored entity to pursue some activity (e.g. participation by the individual or
event management by the sponsored property) in return for certain sponsorship
rights”.

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1.2. Explain the three (3) main categories of sponsorship. (9)

Here you needed to provide your own examples.

• Cause-related sponsorship – an organisation funds a designated cause, and

customers engage in revenue-driven transactions with the organisation.

For example, MTN Walk The Talk with 702, Avon Foundation for Women,
Hollard Daredevil Run.

• Sports sponsorship – this is one of the most impactful marketing techniques

due to a high interest in sports and the local and international sports
coverage. It is a process whereby an organisation contributes to a particular
sport.

For example, Carling Black Label Champions League, The Absa Premier
League, Nedbank Golf Challenge.

• Event-sponsorship – an individual, team, organisation or activity is sponsored

and linked exclusively to the sponsor's name.

For example, Standard Bank Joy of Jazz.

1.3. Discuss how ProCare Pharmacy can benefit from incorporating

sponsorship. (7)

To answer this question, you needed to read Angelopulo and Barker (2013: 209-
210).

By incorporating sponsorship in their Integrated Marketing Communication (IMC)

plan ProCare Pharmacy can extend the impact of the other elements of their
promotional mix, such as advertising, sales promotion, public relations, direct
marketing and personal selling in an environment where consumers are more
receptive to activities that are happening around them such as sporting events or
pageants.

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Several specific benefits can be derived from incorporating sponsorship.

• Flexibility

Sponsorship allows for niche marketing in that it fits the demographic and
psychographic requirements of consumers.

• Brand equity

Sponsorship provides brand exposure, builds association value or brand

exclusivity – it can alter brand personality traits by being associated with a
particular event.

• Media exposure

Sponsorship allows for the development of environments that are conducive for
the development of appropriate and influential messages, therefore creating a
competitive advantage.

• Industrial labour relations

Sponsorship can enhance an organisation's corporate image, therefore,

increasing its appeal for prospective and current employees.

• Cost-effectiveness

Sponsorship creates coverage and brand awareness more quickly than traditional
advertising. Saving the organisation money while decreasing overheads.

• Global and national unification

The relational benefits that can be derived from sporting events is that the
success of the sponsored (e.g. Springboks) on an international plain can lead to
long-term relationships with consumers and the nation as a whole.

• Challenges

Sponsorship necessitates that marketers be creative and resourceful for the

organisation to capitalise on its investment in sponsorship activities.

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1.4. Explain any two (2) methods to determine if sponsorship is successful. (6)

To answer this question, you needed to read Angelopulo and Barker (2013:210-
211).

You can determine the success of sponsorship in various ways. These include
media audits, awareness measure, image and attitude, persuasion and
preferences, and behavioural messages.

• Media audits

Sponsorship requires advertising support. The fact that the news coverage of the
sponsored event is at the discretion of the media means that sponsorship has
elements in common with public relation activities. Perhaps not surprisingly,
therefore, one method of evaluation entails a straightforward analysis of media
coverage. This method assesses as a measure of advertising efficacy, the
frequency with which an advertisement has been broadcast. However, the
number of insertions is not a measure of exposure, nor does it indicate whether
any change in behaviour has occurred. Media audits, therefore, are of limited
practical use.

• Awareness measure

This approach recognises that any marketing communications success depends

on the communication being noticed by consumers. Awareness has long been a
popular variable in the evaluation of advertising. Reason being, awareness is
regarded as highly responsive to levels of advertising intensity. However, this
method of measurement still does not reveal whether or not there has been a
change in consumers' behaviour.

• Image and attitude

Image and attitude variables are popular objectives to be measured. Researchers

investigate whether consumers who are aware of an organisation’s sponsorship
view that organisation more favourably. They have found that, while some
elements have been viewed more favourably, this has not consistently been the
case.

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• Persuasion and preferences

Sponsorship is seen as a form of indirect persuasion that works through the

strength and duration of the sponsorships link, the gratitude felt and the
perceptual changes that might have occurred in response to this link. To
investigate these components of persuasion, researchers measure awareness
and have found it to be critically dependant on the level of advertising support and
the period that is present.

• Behavioural messages

If sponsorship is undertaken to achieve behavioural outcomes, it would be logical

to measure the behaviours that are thought to be affected. But such
measurements are complicated. Numerous authors have acknowledged that
sales are affected by more than just advertising, sponsorships or any other
promotional variable that might have been employed in a given campaign. In
other words, sales are a function of many variables, and the belief that sales can
be predicted based on promotional activity alone ignores many other variables
that are considered to affect purchase behaviour.

QUESTION 2 [20]

Sikkim Tea is an Indian company which produces word class, organic teas.
Sikkim Tea has recently extended its sales operations to South Africa. You are
the company's executive marketing manager, and you and your marketing team
have to decide which marketing perspective Sikkim Tea should adopt for the
South African market.

Discuss any five (5) marketing perspectives which Sikkim Tea could adopt for the
South African market.

In this part of the assignment, you were expected to briefly describe/discuss

various marketing perspectives.

Marketing perspectives: the marketing perspectives can be found in Angelopulo

and Barker (2013:150-155).

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• Production-orientated perspective

According to the production-orientated perspective (from the first Industrial

Revolution until the 1920s) customers favour products that were available and
believed that products sell themselves. Therefore, management focused on
manufacturing only a few specific products and these products were mass-
produced, and the emphasis was on improved production efficiency. Some of the
main focus points of this perspective include; production, not marketing, needs of
the consumers not taken into account, people buy products at low cost and in
greater volume. Management realised the importance of stimulating demand to
increase sales which lead to the sales-orientated perspective.

• Sales-orientated perspective

The sales-orientated perspective assumed that consumers would only buy

products if promotions and or selling efforts were made. The thinking was that
maximum sales lead to higher profit. Organisation found it difficult to determine
the requirements of the market and therefore turned their attention to their
competitors. Some of the characteristics of this perspective include;
advertisements as a way to provide the consumer with information and sales
representatives to promote products as well as, sales volume, short-term profit,
selling skills, sales promotion, and sales technique.

• Marketing-orientated perspective

This perspective is regarded as the foundation of modern marketing philosophy

and is based on the thinking that organisations must research the needs of its
customers. The activity of understanding and addressing the needs of the
customer was done throughout the organisation and not only the marketing
department. Some of the characteristics of this perspective include; focus more
on marketing than selling, emphasises the sales message (price, product, quality,
packaging, and distribution) and marketing communication messages.

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• The marketing concept

The marketing concept puts the customer at the centre of overall organisational
activities. The emphasis of the marketing concept is on consumer orientation
which is a management philosophy that incorporates the marketing concept into
the organisation. The marketing concept proposes that achieving organisational
goals depend on determining the needs and wants of the target audience/market
and delivering desired products or services more effectively than competitors.
Some of the main ideas of the marketing concept are; that the marketer,
marketing is part of the production cycle (from start to finish) and is integrated into
each phase of the business, that organisations strive to satisfy the needs and
wants of the consumer through a coordinated set of activities without being
detrimental to the organisation achieving its own goals.

Some of the key principles of the marketing concept:

• Profit orientation: maximising profit as a primary objective but can only be

achieved if consumer needs are met.

• Consumer orientation: all marketing activities of the organisation should take

consumer needs, demands and preferences into account.

• Integration of organisational activities: all departments in an organisation

should work together to accomplish marketing objectives.

• Societal marketing: when marketing policies are set, marketers should

consider organisational profits, consumer needs and the interest of society.

• Cause-related marketing (CRM)

Cause-related marketing is based on the societal approach that suggests that

organisations should be considered accountable to society – that organisation are
a part of society and therefore needs approval if they want to be successful and
or operate effectively. An example is an organisation's increased active
participation and cooperation in development programmes and collaborating with
non-profit organisations. There is mutual benefit in these collaborations and it is
this approach that is referred to as CRM. Benefits of CRM include; sales increase,
enhancement of an organisation's reputation, new customers, and increased
employee loyalty.

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Six principles of successful CRM:

• Integrity:

Organisations adhere to high ethical standards.

• Transparency:

Communication with partners, consumers should be legal, honest, truthful.

• Sincerity:

Organisations provide strength and depth to relationships with non-profit

organisations.

• Mutual respect:

Organisations understand the value non-profit organisations add to the CRM

partnership.

• Partnership:

Organisations must ensure that both sides share risk and rewards.

• Mutual benefit:

All parties’ objectives are met.

• Social marketing

Social marketing is an approach similar to corporate social responsibility which is

relevant to the marketing context. The main proposal put forward by this
perspective is that unmet customers’ needs should be fulfilled. Social marketing is
used when behavioural change is needed within an organisation and the
distribution of information alone cannot achieve this. The marketing mix is then
used in an integrated way and research is conducted to understand customer
wants and needs. Social change marketing programmes are implemented in
areas such as health care, family planning, green marketing, and traffic safety.
Social change can be promoted by influencing social norms or attitudes or by
persuasion. Since social marketing addresses, behaviours which are influenced
by fundamental values, a deep understanding of cultural and social values is
important.

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• Relationship marketing

This perspective encourages customer-centric marketing and aims to retain

customers and encourage loyalty. This perspective focuses on identifying,
establishing, maintaining and enhancing relationships and in some cases even
ending a relationship for both parties' objectives to be met. Therefore, within this
perspective, there is a clear shift from competition and conflict to mutual
collaborations.

QUESTION 3

A successful retail chain is considering extending its offering by introducing a new

male fashion line, Afro-King. The executive committee of this retail chain
proposes that the brand communication strategy and planning should incorporate
traditional and new media because online platforms are growing exponentially in
South Africa.

As a Marketing Communication Practitioner, you are required to outline the

following:

3.1 Online marketing has become so prevalent in an organisation's marketing

mix (Angelopulo and Barker 2013:339).

Discuss how an online marketing mix can be applied successfully for Afro-King.
(20)

To answer this question, you had to discuss an element of the online marketing
mix and apply each element to the given scenario.

Marks were awarded for (1) listing each element of the online marketing mix, (2)
theoretically discussing each element and finally, (3) presenting a sound
application to the given scenario.

The online marketing mix comprises of the following:

• Online product

There is a distinction between selling physical products in bricks and mortar

stores and virtual products on the internet. There are specifics that marketers
need to be aware and employ to achieve sales on an online platform. This
includes using traditional channels to ensure that consumers build rapport and
trust the products sold online. An example is because customers cannot smell
perfumes online, marketers may include samples in magazines and then use
promo codes to lead consumers back online.

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• Online price

Because the internet is instant and eliminated the middleman, online customers
should feel the value of making a purchase online. Marketers need to be careful
not to price higher than what other alternative online platforms are offering.

• Online distribution

This is a crucial element of the online marketing mix. The way a product that is
sold online is distributed can give an organisation a competitive edge. Therefore,
organisations must pay close attention to the customer experience which is
largely impacted by the distribution process and the efficacy of this the distribution
process.

• Online promotion

Refers to online marketing communication. Whatever online promotional mix

elements that marketers use for their online marketing purposes, the message
that is being disseminated should be clear, creative and tailor-made to be
competitive in a highly saturated online market place.

3.2. Explain how you would plan and implement a campaign to introduce Afro-
King. Your discussion should be structured as follows:

3.2.1 Define and communication campaign. (5)

This question is explained in Angelopulo and Barker (2013:450). A

communication campaign is a purposive undertaking that is intended to achieve
specific outcomes amongst a defined audience, during a specified period, using
an organised set of communication processes.

The definition includes the following five primary elements:

• Communication campaign is purposive.

• Is undertaken to achieve a specific outcome. Therefore, specific results are

intended.

• A communication campaign is aimed at a defined audience and the

characteristics of which are specified.

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• A communication campaign occurs during a specific time period, which may
range from weeks to years.

• A communication campaign involves an organized set of communication

processes.

3.2.2 Explain the integrated context of communication campaign. (8)

Factors affecting an individual's acceptance of a campaign message include the

experience of every contact point concerning the product, service or idea of the
campaign, and the position of the campaign's message. Angelopulo and Barker
(2013:450) note that communication campaign integration is dealt first in the
integration with broader policy, strategy and practice (external context) and all the
communication within the campaign (the internal context).

• External context of campaign integration

• Internal context of the campaign

3.2.3 Discuss the communication campaign objectives. (12)

All communication campaigns exist to attain certain ends. The two

operationalising objectives are attainability and measurability.

• Attainability is a degree to which expected outcomes can be achieved by the

campaign alone. It has two dimensions: scale and kind.

• The Scale of expected outcomes must be realistically related to the

resources available for their attainment. A regional campaign cannot, for
example, be expected to have a national impact.

• The Kind of communication used must also be related to the results

expected of it. A communication campaign cannot be expected to attain
outcomes over which it has no bearing, influence or effect.

Communication campaign objectives should not be confused with those of a

greater project of which the communication campaign is only one part. In a project
to sell the new model or certain vehicle brand, the communication campaign can
only affect certain elements of a potential buyer's decision matrix. Elements like
the perception of quality, the image of the model, product information or
desirability of ownership may be affected by the campaign.

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• Measurability is the degree to which actual outcomes can be compared to

intended ones. Measurability is the best implemented in the form of a scale
or score – the greater the score, the closer one has come to the attainment of
the campaign's objectives. It is essential to stipulate expected outcomes and
the measures used to evaluate the degree to which these are attained at the
outset of a campaign. This ensures that measurement is standardised in
value through time and that everyone involved in the campaign understands
it. In addition, a scale for the attainment of objectives is an essential
component of objective setting.

Technical presentation [10]

TOTAL [100]

GUIDELINES FOR ANSWERING THE QUESTIONS ABOVE

You had to work through study unit 1, 2, 3 and 4 of the study guide and chapter 5,
6, 10 (sections 10.1 to 10.10) and 13.

You needed to ensure that you provide sufficient theoretical overview for all the
questions and reference correctly. Your answers must provide context; therefore,
you needed to give your own insights and interpretations. You had to use your
own lived experiences to show an in-depth understanding of the questions above.
Moreover, you had to make sure that your assignment complies with the
requirements for the technical presentation of assignments as stipulated by the
department. If your assignment did not meet these requirements, you were
penalised with a maximum of five marks. Students who did not refer to
sources in the text of their assignments automatically received zero marks
for technical presentation. You had to study Tutorial Letter CMNALLE/301 in
this regard. You were also required to read the section on plagiarism.

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Technical presentation marks were awarded, using the following criteria:

TECHNICAL PRESENTATION
1 Personal declaration of own work, 0 1 2 3 4 5
the assignment is correctly
structured
2 All sources are referenced in the 0 1 2 3 4 5
text and sources consulted list is
attached.
3 A table of content is attached. 0 1 2 3 4 5
4 Correct referencing techniques are 0 1 2 3 4 5
used.
5 Grammar, typing errors, 0 1 2 3 4 5 25/5=5
terminology and spelling.

TECHNICAL PRESENTATION
The remainder of the marks for this assignment were awarded for the technical
presentation or quality of your written work. (5)

Although all the requirements of the technical presentation are discussed in

Tutorial Letter CMNALLE/301, the specific requirements include the following:

Introduction and Conclusion or Summary

As a general guideline, you should begin with a short introductory paragraph to

set out the problem and relate it to the study material.

You should also round off the assignment with a concluding paragraph (or
summary), indicating how you solved the problem or summarising the main
arguments.

You may do this for every question, or generally for the assignment as a whole.

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Table of Contents

You were required to structure your table of contents as follows:

TABLE OF CONTENTS

CONTENTS PAGE

1 INTRODUCTION 1
2 THEORETICAL POINTS OF DEPARTURE 2
3 INFLUENCE OF TELEVISION 5
4 FUNCTIONALISM IN FILM RESEARCH 7
4.1 Basic assumptions 8
4.2 Critical evaluation 9
4.2.1 From the perspective of the film-maker 9
4.2.2 From the perspective of the audience 10
5 QUANTITATIVE CONTENT ANALYSIS 11
5.1 Advantages 12
5.2 Disadvantages 13
6 CONCLUSION 14
SOURCES CONSULTED 15
ADDENDUM A: SELF-ASSESSMENT AND SELF-REFLECTION 16

Please note:

The headings and sub-headings used in the table of contents must correspond
with the headings used in the assignment, as should the page numbers.

Declaration of own work submitted

This declaration must be placed at the front of the assignment. The wording is
given below. You are allowed to paraphrase this.

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DECLARATION OF OWN WORK

I,

(NAME and SURNAME) confirm that:

✓ this MODULE contains my own, original ideas and work
✓ those ideas, or work, that are not my own, have been cited through the
prescribed referencing system which I have familiarised myself within Tutorial
Letter CMNALL/E/301
✓ I have not submitted the ideas or work contained in this MODULE for any other
tertiary education credit

Policy on Research
Ethics
✓ I have read the University’s Policy of Research Ethics
✓ Policy on Research Ethics.pdf
✓ I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
GRADUATE STUDIES (available under “Additional Sources” on MyUnisa)
✓ I have familiarised myself with the library guides ON PLAGIARISM AND
ETHICS offered by Unisa’s library: https://libguides.unisa.ac.za/research-
support/plagiarism
✓ I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the
Copyright Act 98 of 1978 and I have read the regulations of the University of
South Africa in this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admiss
ion/Documents/Policy_copyright_infringement_plagiarism_16November2005.p
df
_________________
STUDENT NUMBER

________________ _____________
SIGNATURE DATE

_________________ _____________
WITNESS DATE

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Sources consulted

We are trying to teach you the importance of making reference to every source
you consult. We are very strict about this point.

If you did not reference, in the list of sources consulted as well as in the text, you
received a mark of zero (0) for your technical presentation, as this constitutes
plagiarism.

Examples of our adaptation of the Harvard method are as follows:

For example, in the list of sources consulted:

Allen, M, Titsworth, S & Hunt, SK. 2009. Quantitative research in communication.

Thousand Oaks, Calif: Sage.
Huang, CJ. 2005. Exploring types of organization-public relationships and their
implication for relationship management in public relations. Journal of Public
Relations Research, 17(4):393–425.
Stewart, TD. 2002. Principles of research in communication. Boston, MA: Allyn
and Bacon.

For example, in the text:

Internal organisational communication has been credited with being “the lifeblood
of an organisation” (Dolphin 2005:173), as it is a major gauging ...
Or
According to Van der Walt (2006:359), the context in which the research
phenomenon exists….

(Maximum of 5 marks)

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4 FEEDBACK ON ASSIGNMENT 02

UNIQUE ASSIGNMENT NUMBER 819440

DUE DATE 20 APRIL 2020

You need to write the unique assignment number on the mark-reading sheet that
you received as part of your study material upon registration. If you upload this
assignment on MyUnisa, please type in the unique assignment number in the
space provided.

Q1 AB Classics, a fashion house, has just designed a new summer range of

swimwear for the upcoming Cape Town fashion week. As part of its
communication campaign, AB Classics uploaded promotional videos on
YouTube, erected outdoor billboards on the streets of Cape Town and
posted entries on its corporate blog about the new summer swimwear
range.

In the above scenario, AB Classics is aiming to ………. its consumers

about its new summer swimwear range using their communication
campaign.

(1) educate
(2) persuade
(3) inform
(4) teach

Q2 More Ps are added to the traditional marketing mix by theorists and

academics because ….

(a) this marketing approach has dominated the theory of marketing

long enough
(b) the traditional marketing mix became outdated for consumer
goods
(c) it is felt that the traditional marketing mix does not make provision
for customer satisfaction
(d) the traditional marketing mix does not make provision for the
service industry

(1) acd
(2) cdb
(3) abd
(4) abc

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Q3 Which one of the following statements below does not refer to online
marketing?

(1) Environmental scanning

(2) Direct selling to an individual
(3) Two-way communication
(4) Reliable demographic research

Q4 Even though the use of IMC mostly benefits organisations, a few barriers
that can obstruct its use can be identified.

Which of the following statements can be identified as barriers obstructing

the use of IMC in the organisation?

(a) Internal problems such as the lack of management

understanding.
(b) External factors such as a concern over reductions in the scale of
the communication budget and problems with the system of
remuneration.
(c) Better measurability of reaction and liability for communication
programmes.
(d) Consistent service to clients through cohesive communication
messages.

(1) abd
(2) acd
(3) ab
(4) ad

Q5 Which of the following statements below can be identified as direct

marketing drivers?

(a) Market changes such as working women who are seeking time-
saving purchasing methods.
(b) More effective traditional promotional tools such as advertising.
(c) More individualised customer information.
(d) Increased use of marketing databases.

(1) abc
(2) acd
(3) ac
(4) all of the above

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Q6 Cyber G4 is a cellphone manufacturer which emphasises well-designed
and cost-effective cellphones. Most of its resources are channelled
towards improving production while the needs of its customers are not
considered in the design of their cellphones. The management of Cyber
G4 believe that marketing is not necessary to make people buy their
cellphones.

The above scenario refers to the ………. marketing perspective.

(1) production-oriented
(2) sales-oriented
(3) cause-related
(4) relationship

Q7 Which one of the following statements below does not relate to the
implementation stage of the integrated communication campaign?

During this phase ….

(1) the campaign is delivered to the target audience at the planned time
using the media selected.
(2) the communication planner must pay particular attention to timing,
media, budget control and supporting communication.
(3) everything which is implemented later is conceived and
formulated.
(4) effective criteria and objective attainment are monitored.

Q8 While dealing with a specific organisation, you are exposed to its

product(s)and/or service(s), the interior decoration of the organisation, its
friendly employees who are attending to your needs as well as brochures
regarding their specific product(s) and/or services.

Which one of the following options below refers to contact with the brand
as depicted in the above scenario?

(1) Sales literature

(2) Employee contacts
(3) Sales/media exposure
(4) All of the above

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Q9 The sales manager for Cemi Cleaning Products uses creative selling to
advise their customers on the advantages of using Cemi Cleaning
Products. The sales manager provides them with technical information and
uses demonstrations and visual aids to communicate complex information
regarding the products.

Which element of the marketing communication mix is this sales manager

utilising to sell these products?

(1) Advertising
(2) Direct marketing
(3) Personal selling
(4) Word-of-mouth advertising

Q10 Afro Straight has a new hair product which they plan to introduce into the
South African market. Marketing management of Afro Straight has been
tasked with coming up with a comprehensive marketing plan for the new
hair product. The marketing team is busy collecting data about Afro
Straight’s target audience and evaluating Afro Straight and its competitors’
pricing policies and pricing trends. They are evaluating Afro Straight’s
current position in the hair product industry and collecting data on
customer profiles.

From the above scenario, Afro Straight's marketing team is at the ……….
step of the marketing plan.

(1) marketing objectives

(2) situational analysis
(3) financial control and budgets
(4) marketing opportunities

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Q11 The application of IMC in the organisational communication context has
evolved over the years. Contemporary IMC programmes can be
distinguished from its historic applications in which of the following
features?

(a) Decentralised coordination

(b) Clear and consistent brand contacts
(c) Detailed knowledge of customers
(d) Starting the development of communication from the brand or
organisation backward towards the customer

(1) ab
(2) bc
(3) cd
(4) bcd

Q12 The marketing concept can be best described as an approach that ….

(a) has the customer at the centre of an organisation’s activities

(b) delivers desired goods and services according to the needs and
wants of customers
(c) gives priority to an organisation’s management needs
(d) pays attention to pricing and promotion policies of an organisation

(1) ac
(2) bd
(3) ab
(4) all of the above

Q13 Since Tim O'Reilly introduced the Web 2.0 at a conference in 2005, it has
become one of the most used user-generated platforms since the
beginning of the internet. Marketers are also increasingly using user-
generated content as part of a strategy to skilfully pull marketing content to
a much broader target audience. Which of the options below, available to
the online marketer, best embrace user-generated content?

(a) Electronic word of mouth

(b) Microblogging
(c) Pull mechanism
(d) Social influence marketing

(1) abc
(2) bcd
(3) abd
(4) acd
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Q14 Bestbrew Beer decided to provide Bafana Bafana with soccer gear for the
upcoming Fifa World Cup. They had their logo printed on the soccer outfits
and additionally provided beer at all the World Cup stadiums. With this,
they received television coverage.

Which one of the marketing communication mix elements indicated below

did Bestbrew Beer use to promote their product?

(1) Television advertising

(2) Publicity
(3) Sponsorship
(4) Direct marketing

Q15 The marketing director of Mutual Corporation has embarked on a new

marketing strategy which involves comprehensive research in identifying
Mutual Corporation’s stakeholders. As part of the strategy, resources will
be used in establishing and maintaining relationships with identified
stakeholders. The ultimate objective of the strategy is to retain Mutual
Corporation’s customers and enhance current relationships with other
stakeholders.

From the above scenario, Mutual Corporation is using the ……….

marketing perspective.

(1) relationship
(2) cause-related
(3) product
(4) customer

Q16 When you visit a website and is asked for feedback regarding your
particular experience of the website, this is normally an attempt by
marketers to … .

(a) engage in e-commerce

(b) conduct online market research
(c) conduct online sales promotion
(d) obtain your details for marketing purposes

(1) ab
(2) bd
(3) bc
(4) ad

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Q17 Choose the correct option below.

A campaign topic … .

(1) establishes the preference of the communication campaign

(2) should be aligned with fundamental objectives of a crisis
(3) reflects the most important reason for the planned
communication
(4) accommodates the communicator’s perceptions of the product or
service

Q18 Takealot.com has initially started as an online bookstore portal but have for
the past number of years also embarked on selling different kinds of
products such as jewellery, electronics, appliances, flowers, toys,
hampers, magazine subscriptions, post box renewals, to name but a few.
Online customers can now also sell unwanted books, music and DVDs
online by visiting the marketplace section on their website.

Based on this scenario, what kind of cybermall does Takealot.com

present?

(1) Vertical
(2) Horizontal
(3) Downward
(4) Upward

Q19 Which of the following aspects explain the benefits of IMC?

(a) Single focused message

(b) Increased brand awareness
(c) Communication uniformity
(d) Message delivery consistency

(1) abd
(2) bcd
(3) ad
(4) all of the above

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Q20 Maxi Slim, a retailer which sells energy drinks, is running a programme
with Teen Health, a charitable organisation which promotes healthy
lifestyles among South African youth. As part of the programme, Maxi Slim
has pledged to give 10 cents to Teen Health for every energy drink which
is sold in their retail shops during the December school holiday.

Based on the above scenario, Maxi Slim is employing the ……….

marketing perspective.

(1) relationship
(2) production-oriented
(3) sales-oriented
(4) cause-related

Q21 In the ………. phase of the communication campaign, the social, political
and economic environments are analysed.

(1) assessment
(2) creation
(3) implementation
(4) evaluation

Q22 The marketing team of Unisex has made available a screensaver of the
organisation and its various products and services on its website. The
screensaver can be downloaded to online customers' desktop computers.
Unisex's website can be visited by registered current customers as well as
potential new customers who can link to its website via the downloaded
screensaver.

This is an example of online marketing as a …

(1) credible source of information

(2) means of pulling information to the customer
(3) push mechanism to react to
(4) form of inexpensive advertising

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Q23 Lotis manufactures a wide a range of watches and has designed a
marketing plan for their new Executive watch. The Executive watch is
made of gold and the marketing campaign emphasises its design of pure
gold to convey the high status of the watch. Only four exclusive jewellery
shops sell the Executive watch showing its exclusivity. The price of
Executive watches ranges from R15 000 to R50 000 symbolising high
quality. Executive watches are advertised only in financial magazines like
Forbes Magazine.

The above scenario is a good example of the ……… .function that the four
marketing mix elements can play.

(1) marketing
(2) communication
(3) promotional
(4) strategic

Q24 G4 Telecoms launched an integrated communication campaign to

introduce its new range of smartphones. G4 Telecoms has defined its
target audience’s characteristics using personality and lifestyle factors for
the integrated communication campaign.

The above scenario shows that G4 Telecoms used ……….description to

define its audience’s characteristics for the integrated communication
campaign.

(1) demographic
(2) sociographic
(3) psychographic
(4) economic

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Q25 Organisations practise cause-related marketing when …

(a) they become more active in the cooperative development of

programmes and partnerships with non-profit and charity
organisations
(b) non-profit and charity programmes benefit all parties concerned
(c) long-term maximisation of profitability is part of their business
philosophy
(d) they benefit because of increased sales, enhancement of the
reputation of the organisation and brand, new customers and an
increase in employee loyalty

(1) abc
(2) bcd
(3) acd
(4) abd

5 IN CLOSING

We wish you all the best in your studies for this module. We hope that you will
enjoy the learning material, learn a lot from it and complete the module
successfully. If you have any queries, feel free to contact us, using the details
provided in this tutorial letter. We are here to assist you.

THE COM3701 TEAM

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