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Study the extract below and answer the questions that follow - NSC Hospitality Studies - Question 5 - 2023 - Paper 1
Question 5
Study the extract below and answer the questions that follow. The Durban July is an annual event in KwaZulu-Natal that draws people from across the country for hors... show full transcript
Worked Solution & Example Answer:Study the extract below and answer the questions that follow - NSC Hospitality Studies - Question 5 - 2023 - Paper 1
Step 1
Justify the use of electronic media to advertise and market the Durban July.
Answer
The use of electronic media to advertise the Durban July is justified for several reasons:
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Wide Reach: Most people are active on social media platforms, ensuring that the event can reach a large audience efficiently.
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Targeted Advertising: Electronic media allows for targeted communications that can specifically address different demographics interested in horseracing, fashion, and entertainment.
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Engagement and Interaction: Social media facilitates two-way communication, allowing potential attendees to engage with the brand through likes, shares, and comments, which can enhance customer loyalty and interest.
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Cost-Effective: Digital advertising is often more cost-effective compared to traditional media, maximizing the marketing budget for better outreach.
Step 2
Name THREE criteria that the electronic marketing tool for the Durban July must adhere to.
Answer
The electronic marketing tool for the Durban July must adhere to the following criteria:
- Relevance: Information shared should be relevant to the target audience to attract and engage them effectively.
- Clear Messaging: The messaging should be straightforward and easily understood by the audience, ensuring no misleading information is conveyed.
- Visual Appeal: Marketing should incorporate vibrant and colorful visuals that can catch the audience's attention and represent the joyous spirit of the event.
Step 3
Design a social media advert for the Durban July by using THREE aspects of the marketing mix in the extract.
Answer
For the social media advert for the Durban July, the following aspects of the marketing mix will be utilized:
- Product: Highlight the event as a premier horse racing experience with additional offerings like fashion shows and gourmet food selections.
- Price: Clearly state the entry cost of R1 500, emphasizing the value it brings with bundled meals and entertainment.
- Promotion: Utilize engaging visuals and testimonials from past attendees to promote the event, coupled with a call-to-action encouraging early ticket purchases via social media platforms.