COM4808 Assignment 1 Answers - Yearly Module , 2026 | Due Date 2026

, COM4808 ASSIGNMENT 1 2026



Table of Contents


Introduction………………………………………………………………………………4

Integrated Marketing Communication (IMC)……………………………………………4
2.1 Definition of Integrated Marketing Communication……………………………… ..4
2.2 The Evolution of Integrated Marketing Communication…………………………. ..6
2.3 The Shift from Traditional Marketing Communication to Consumer-Focused
Communication………………………………………………………………………….7

The Traditional Marketing Communication Mix……………………………………….9
3.1 Advertising…………………………………………………………………………. 9
3.2 Sales Promotion…………………………………………………………………….10
3.3 Public Relations…………………………………………………………………….11
3.4 Personal Selling…………………………………………………………………….11
3.5 Direct Marketing…………………………………………………………………. .12
3.6 Limitations of the Traditional Marketing Communication Mix…………………...13

Content Marketing as a Communication Instrument…………………………………..14
4.1 Definition of Content Marketing………………………………………………….,14
4.2 The Role of Content Marketing in Modern Marketing Communication…………. 15
4.3 Benefits of Content Marketing for Brand Awareness and Engagement…………..16

Brand Storytelling in Content Marketing…………………………………………….. 17
5.1 Definition of Brand Storytelling…………………………………………………..17
5.2 Importance of Brand Storytelling in Digital Marketing…………………………...17
5.3 How Brand Storytelling Builds Consumer Relationships…………………………18