Com3708 Portfolio

STUDENT NO: 34715290

MODULE: COM 3708: Advertising and Public Relations

ASSISGNMENT: 03 for COM3708

UNIQUE NO: 629526

DECLARATION

I, the undersigned, hereby declare that the work contained in this case study project is my own original work and that I have acknowledged all additional sources I have used and/or quoted directly.

D. MOGANE

34715290

Date: 18 March 2015

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SIGNATURE

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WITNESS SIGNATURE

INTERACTIVE COMMUNICATION CAMPAIGN

TABLE OF CONTENTS PAGE

INTRODUCTION

IDENTIFYING THE COMMUNICATOR

2.1 Identify an organization

2.2 Letter to the organization

2.3 Report of the organization

3. TARGET AUDIENCE IDENTIFICATION

3.1 Problem statement for the research

3.2 Sub-problems

3.3 Research question

3.4 Unit of analysis

3.5 Population (s)

3.6 Sampling procedure

3.7 Methodology and measuring instrument

3.8 Results

3.9 Audience segmentation

3.10 Audience segmentation

3.11 Self reflection

ANALYSIS AND IDENTIFICATION OF CAMPAIGN AIMS

4.1 Historical review and forecast

4.2 Social, political and economic environment

4.3 Competitors

4.4 Description: organization and culture

4.5 Three issues based on the research

4.6 Three broad general aims for the campaign

5. COMMUNICATION PROBLEM/OPPORTUNITY

5.1 Main communication problem/opportunity

5.2 Why the campaign is conducted

5.3 Aim of the campaign

5.4 Three audience characteristics relevant to the campaign

5.5 Audience: needs

5.6 SWOT analysis

6. CAMPAIGN TOPIC

7. STRATEGIC COMMUNICATION OBJECTIVES

8. COMMUNICATION MESSAGE: CREATION

8.1 The “big-idea”

8.2 Message approach

8.3 Presentation of message

8.4 Communication mix

9. MEDIA SELECTION

9.1 Media list

9.2 Internal integration

10. COMMUNICATION MATERIAL

10.1 Four activities

10.2 Contribution to the “big idea”

11. CONCLUSION

12....