Prior to implementing the 'Virtual Reality House Tour' campaign, Spotify needed to find a differentiated, impressive and creatively-inspiring way to showcase its advertised products. Many media buyers and brand marketers are Spotify Premium subscribers and do not regularly engage with the Spotify ad experience - common feedback revealed that buyers didn't understand how advertisements are shown and what the opportunities are for targeting. With the new Virtual Reality House Tour, the Brand Manager of Spotify wanted their customers to have a day to day life experience in their home environment. The Six [6] Criteria for IMC programs assists managers in determining the most effective and efficient advertising and communication program to implement.

1. Select a brand of your choice. Evaluate how it leverages secondary associations. Can you think of any ways that the brand could more effectively leverage secondary brand associations? (5 marks)
2. Choose a product. Conduct a branded and unbranded experiment. What do you learn about the equity of the brands in that product class? (3 marks)