Com 3708 Portfolio

THEO BEZUIDENHOUT

STUDENT #: 39474380

Advertising and Public Relations

SEMESTER

2

COM3708

ASSIGNMENT 03: Unique number 882173

DECLARATION:

I, the undersigned, hereby declare that this is my own and personal work, except

where the work(s) or publications of others have been acknowledged by means of

reference techniques.

I have read and understood Tutorial Letter CMNALLE/301 regarding technical and

presentation requirements, referencing techniques and plagiarism.

Theo Bezuidenhout

Student # : 39474380

Date: 10 September 2014

A witness’s signature: ……………………………………

0

TABLE OF CONTENTS

PAGE

INTRODUCTION

1.

PHASE 1: ASSESS

3

1.1

Identify the communicator

3

1.1.1

Identified organisation

3

1.1.2

Letter to the organisation

3

1.1.3

My experience of organisation

3

1.1.4

Organisation’s response

3

1.1.5

Arrangements for working relationship

3

1.1.6

Communicator for campaign

4

1.2

Identify the target audience

4

1.2.1

Problem statement for the research

4

1.2.2

Sub-problems

4

1.2.3

Research questions

5

1.2.4

Unit of analysis

5

1.2.5

Target population

5

1.2.6

Sampling procedures

6

1.2.7

Applied methodology and measuring instrument

6

1.2.8

Results

6

1.2.8.1

Frequency Table – Communication

6

1.2.8.2

Frequency Table – Awareness

6

1.2.8.3

Frequency Table – Education

6

1.2.8.4

Frequency Table – Ownership

7

1.2.8.5

Frequency Table – Segmentation

7

1.2.9

Audience segmentation

7

1.2.10

Experience accumulated

8

1.3

Analyse situation and identify campaign aims

8

1.3.1

Historical review and forecast

8

1.3.2

Social, political and economic environment

9

1.3.3

Competitors

9

1.3.4

Description of organisation and its culture

10

1.3.5

Three issues relevant to campaign

10

1.3.6

Three broad general aims for the campaign

10

1

2

PHASE 2: CREATE

10

2.1

Communication problem/opportunity

10

2.1.1

Main communication problem/opportunity

10

2.1.2

Reason to conduct the campaign

11

2.1.3

Aim...