MARKED CAMPAIGN ASSIGNMENT 85%

ADVERTISING AND PUBLIC
RELATIONS
(COM3708)

THE INTEGRATED COMMUNICATION
CAMPAIGN


STUDENT NUMBER:
Semester 1: Assignment 01




Unique assignment number: 789729

,
, TABLE OF CONTENTS Page

1. INTRODUCTION 1
1.1 Identify the Communicator 1
1.1.1 Identify the Organisation 1
1.1.2 Letter Appendix A 1
1.1.3 Experience with organisation 1
1.1.4 Response from the organisation 2
1.1.5 Working relationship with organisation 2
1.1.6 Communicator for the campaign identified 2
1.2 The target audience 2
1.2.1 Problem Statement 2
1.2.2 Sub-problems 3
1.2.3 Research questions 3
1.2.4 Unit of Analysis 3
1.2.5 The population for the research 3
1.2.6 Sampling procedures 3
1.2.7 Research methodology 4
1.2.8 Research results 4
1.2.9 Audience segmentation 5
1.2.10 Lessons learnt 5
1.3 Situation Analysis and campaign aims 6
1.3.1 Historical review and forecast 6
1.3.2 Social, Political and Economic environment 6
1.3.3 Competitors 7
1.3.4 Organisation’s culture 7
1.3.5 Three Communication issues 8
1.3.6 Aims of the campaign 8
PHASE 2: CREATE
2.1 The communication problem or opportunity 8
2.1.1 Detailed communication opportunity 8
2.1.2 Reasons for the campaign 8
2.1.3 What the campaign aims to achieve 8
2.2 SWOT Analysis 9
2.2.1 Audience characteristics 9
2.2.2 Audience needs 9
2.2.3 Summary of SWOT analysis 9
2.3 Campaign Topic 9
2.4 Strategic communication objectives 10
2.5 The communication message 10
2.5.1 The big idea for the campaign 10
2.5.2 Message approach for the campaign 10
2.5.3 Message approach and execution 10
2.5.4 The mix of communication elements 11
2.6 Media selected 11
2.7 The communication material 13