Question 1.

1. 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.
2. Consider some educational institutions that are relevant to you. What are their main points-of-parity and points-of-difference? (5 marks)
3. Arguably, packaging is one of the most important elements to build brand equity. Choose a package of any supermarket product. Assess its contribution to brand equity. Justify your decisions. (3 marks)