Com3708 Portfolio Assignment 3

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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 [pic] ____________________ _________________ SIGNATURE ____________________ _________________ 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

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