COM3701 ASSIGNMENT 01 2024 – Marketing
Communication
SEMSTER 01
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,Table of Contents
INTRODUCTION...................................................................................................... 1
QUESTION 1........................................................................................................... 1
1.1 How QuantumElectronics.com can use the five internet resources for online
marketing to support its online marketing strategy............................................1
1.2 How QuantumElectronics.com can utilise online marketing as a pull and
push mechanism and a way of communicating brand messages to its
customers........................................................................................................... 7
Online marketing as a push mechanism..........................................................7
Online marketing as a pull mechanism............................................................8
QUESTION 2......................................................................................................... 10
How I would plan and implement a campaign to introduce the brand’s
sportwear range............................................................................................... 10
The interactive model.................................................................................... 10
Phase of the communication campaign and the theory of each respective
phase............................................................................................................. 10
How each phase of the communication campaign will be applied to the
SouthActive scenario..................................................................................... 22
CONCLUSION........................................................................................................ 24
SOURCES CONSULTED.......................................................................................... 25
, INTRODUCTION
The following assignment will provide information in relation to marketing
communication. The five internet resources for online marketing will be identified and
discussed. An explanation of how QuantumElectronics.com can utilise online
marketing as a pull and push mechanism and a way of communicating brand
messages to its customers will be provided. Additionally, interactive model of the
communication campaign framework will be identified and each phase of the
communication campaign and an explanation of the theory of each respective phase
will be elaborated. Lastly, a discussion on how each phase of the communication
campaign will be applied to the SouthActive scenario that is provided will be
elaborated in detail.
QUESTION 1
1.1 How QuantumElectronics.com can use the five internet resources
for online marketing to support its online marketing strategy
According to Angelopulo and Barker (2013: 343), an online platform that will assist
the organisation's online marketing messages and strategy is referred to as an
internet resource. Stated differently, it refers to the location(s) on the Internet where
clients will have access to online advertisements (Angelopulo and Barker 2013: 343).
There are many online resources available, such as business or corporate websites,
e-newsletters, e-mail, discussion forums, and multimedia (Angelopulo and Barker
2013: 343).
The five internet resources are:
1
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