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1. Define paid, owned and earned media.

Thinking of ONE brand you are familiar

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
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
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