Com3708

1

The Integrated Communication Campaign

Semester 2

Assignment - 2

Declaration:

Name: Lerato Lusunzi

Student Number: 45015732

Module: COM3708

Unique Code – 528109

I declare that this assignment is my own, original work. Where I have used source material, it is

acknowledged in accordance with departmental requirements. I understand what plagiarism is and I am

aware of the department policy on it.

Signature: Lerato Lusunzi

Date: 14 October 2015

Lerato Lusunzi

45015732

COM3708

2

TABLE OF CONTENTS

Title

Page

Introduction

1.1.1- Identify the Communicator

4

1.1.2- Letter to the Organization

4-5

1.1.3- The experience in approaching the organisation

5

1.1.4- Response from the organisation

6

1.1.5 – Working relationship with the organization

7

1.1.6 – Identify the communicator for the campaign

7

1.2.1 – Brief Problem Statement

7

1.2.2- Three Sub-problems

7

1.2.3- Research Questions

8

1.2.4- The Unit Analysis

8

1.2.5- The Population for the Study

8

1.2.6- The Sampling Procedure been applied

8

1.2.7 – The Specific Methodology applied

8-9

1.2.8- Results

9-10

1.2.9-Audience Segmentation

10

1.2.10- Learning experience from the Research Activity

10

1.3.1- Historical Review and Forecast

10-11

1.3.2- Social, Political and Economic Environment

11

1.3.3- Organization’s Competitors

11

1.3.4- Organization’s Culture

11-12

1.3.5- Three Issues

12

Lerato Lusunzi

45015732

COM3708

3

1.3.6- Three Broad General Aims

12

2.1.1- Problem for the Organisation

12

2.1.2- The need for the campaign

12

2.1.3- Campaign aim to achieve

12

2.2.1- Three Audience Characteristics

12

2.2.2- Needs of the audience

12

2.2.3- SWOT analysis

13-14

2.3- Description of the campaign

14

2.4- Strategic communication objective

14

2.5.1- The big idea for the campaign

14

2.5.2- Message approach...