with, provide examples of their paid, owned and earned media. Paid- buying attention, Owned- Building attention, earned creating attention + examples 2. Why is integration of marketing communication so important? The Magnum Pink and Black YouTube Clip, and the interview with Adam Marshall provide you with examples of brands using a highly integrated approach to communication. Provide your own example of ONE brand campaign that is highly integrated. Explain how the campaign is integrated. Be specific and provide examples of various media used, and how each element in integrated. Module 3 1. Why is there a loss of marketer control over communication? Provide examples of how you have control/power 2. Consumers now control marketing system. DC enables consumers to connect, create, enjoy, learn and transact. Provide example of how you and your peers engage in each of these behaviours. 3. What is advocacy? Provide examples of how an individual can be a brand advocate. 4. What are the digital behaviour groups identified by McKinsey and respective behaviour traits? Which one best represents you. Provide examples why. Module 5 1. Define content marketing. What should content marketing do in order to be successful? 2. Why is content marketing important? Discuss. 3. Branded content can be distributed in many ways. In this episode, the KaPost list of the top 50 content marketers was provided. Select one of these brands, and provide explicit examples of how they distribute content online. Be as comprehensive as possible (eg. Online events, e- magazines, social networks, mobile apps etc). Module 6 1. Define owned media. For a brand of your choice, provide examples of at least 7 types of digital assets they use to communicate with audience. 2. There are 7 considerations when investing in owned media assets in relation to ONE brand of your choice, discuss their top 3 channels (priority channels) and answer the following: a. Why they are using these 3 channels? b. Do each of the channels target the same audience? c. How successful is each channel at leveraging earned media? 3. What is a branded application, and what are the benefits of branded apps? Module 7 1. Define brand engagement. Thinking of ONE brand that you are familiar with, provide examples of the digital engagement platforms where audiences engage.
2. In the module episode, examples of engagement were provided (e.g Puma
Index). Provide details of TWO of your own campaign examples where engagement was achieved. Be specific about the campaign, how audiences engaged and related outcomes. 3. What is participation branding? In 2011, Forrester Group published a ladder of participation types. This ladder included inactives, spectators, joiners, collectors, critics, conversationalists, and creators. Each of these types have specific behaviours. Which best describe you. Detail why. 4. What is human era brand? Select one human era brand from the Lippincott report. Thinking about the three criteria used to rate a brand as being human, discuss why the brand you have selected has been classified as human era brand. Module 8