OPTIONAL QUESTION QUESTION ONE (800 words maximum) In your experiences with integrated marketing communication (IMC) campaigns you have seen endorsers used very well and very badly Discuss the role of endorsers in IMC campaigns What types of endorsers can be used in marketing communications plans Outline the characteristics of each type of endorser and their ability to influence consumer behaviour (5 marks) What major issues regarding the selection of an endorser does Amahle need to consider before making an offer to a potential endorser Do you believe Amahle should include endorsers in the future, in particular to market the home wares side of the food truck business Explain and justify your answer (5 marks) Amahle has historically used social media to her advantage, through her YouTube channel for example However, the rise in social media channels has also seen the rise of a new type of endorser the so called social media influencer Using your knowledge of social media influencers, explain the categories of nano, micro, macro and mega influencers Are any of these categories of social media influencer suitable for Amahles business Be sure to justify your answer (4 marks)

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Question: OPTIONAL QUESTION: QUESTION ONE (800 words maximum) In your experiences with integrated marketing communication (IMC) campaigns you have seen endorsers used very well and very

OPTIONAL QUESTION: QUESTION ONE (800 words maximum)

In your experiences with integrated marketing communication (IMC) campaigns you have seen endorsers used very well and very badly.

Discuss the role of endorsers in IMC campaigns. What types of endorsers can be used in marketing communications plans? Outline the characteristics of each type of endorser and their ability to influence consumer behaviour. (5 marks)

What major issues regarding the selection of an endorser does Amahle need to consider before making an offer to a potential endorser? Do you believe Amahle should include endorsers in the future, in particular to market the home wares side of the food truck business? Explain and justify your answer. (5 marks)

Amahle has historically used social media to her advantage, through her YouTube channel for example. However, the rise in social media channels has also seen the rise of a new type of endorser: the so-called social media influencer.

Using your knowledge of social media influencers, explain the categories of nano, micro, macro and mega influencers. Are any of these categories of social media influencer suitable for Amahles business? Be sure to justify your answer. (4 marks)

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