Communications Campaign

COM3708

ADVERTISING AND PUBLIC RELATIONS

STUDENT NUMBER - 41308670

ASSIGNMENT 3 - 2012

AN INTEGRATED COMMUNICATION CAMPAIGN FOR WATER FOR KENYA

I, Lauren Prinsloo, 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/301/2011 regarding technical and presentation requirements, referencing techniques and plagiarism. Name: Lauren Prinsloo Date: 25 August 2012 Student Number: 41308670 Witness: Jason Stuart Loofe |

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SIGNED DECLARATION

1 INTRODUCTION 5

2 PHASE 1: ASSESS 5

2.1 The communicator 5

2.1.1 Identification of organisation 5

2.2.2 Letter to Water for Kenya 5

2.1.3 Experience approaching Water for Kenya 5

2.1.4 Response from Water for Kenya 6

2.1.5 Establishing a working relationship 6

2.1.6 Communicator of campaign 6

2.2 The target audience 7

2.2.1 Brief problem statement 7

2.2.2 Three sub-problems 7

2.2.3 Research questions 8

2.2.4 Unit of analysis 8

2.2.5 Population(s) for study 8

2.2.6 Sampling procedure 9

2.2.7 Methodology 9

2.2.8 Results 9

2.2.9 Audience segmentation 11

2.2.10 Self Reflection 12

2.3 The situation and campaign aims 13

2.3.1 Historical review and forecast 13

2.3.2 Social, political and economic...