COM3708
Assignment 1
(COMPLETE
ANSWERS)
Semester 2
2025 (258697) -
DUE 8 [School]
[Course title]
September
,2025
COM3708 Assignment 1 (COMPLETE ANSWERS) Semester 2 2025 (258697) - DUE 8 September
2025
Course
Advertising and Public Relations (COM3708)
Institution
University Of South Africa (Unisa)
Book
Advertising and Public Relations
COM3708 Assignment 1 (COMPLETE ANSWERS) Semester 2 2025 (258697) - DUE 8 September
2025; 100% TRUSTED Complete, trusted solutions and explanations.
This portfolio entails the planning of a real integrated communication campaign that you have
to develop for a local charity, a local school or some other non-profit organisation, based on the
guidelines for integrated campaigns as described in your prescribed book and the study guide.
Due to time constraints, you need to only plan the campaign and not implement it. You have to
approach the organiser(s) of the local organisation to obtain permission as well as cooperation
from the organisation to enable and facilitate the development and execution of the
prospective campaign. (If necessary, this Tutorial Letter 101 can be shown as authorisation for
the assignment.) The consecutive steps for the development of the integrated communication
campaign required in performing the required assignment are detailed below. 1 PHASE 1:
ASSESS Outcome of phase 1 A document should be produced that exhaustively details
particulars of the audience assessment, the organisation's broader operations and objectives,
the pertinent environmental conditions, historical and future considerations, as well as the
details, perceptions, status and communication of the idea that forms the focus of the
campaign. The document should include a complete situation analysis. Assessment of the
relevant variables should be based on observation, informal research and investigation and,
finally, formal research. To compile this document systematically, you should do the following:
1.1 Identify the communicator Study section 13.5.1.2 in the prescribed book and do the
following: 1.1.1 Identify an organisation or organisations that you will approach with the
proposal to plan a communication campaign. Write down the name of the organisation(s) and
its (their) contact details. Downloaded by Master Vincent () lOMoARcPSD| 4 1.1.2 Write a letter
to the owner/manager/organiser of the organisation in which you explain that you would like to
meet him/her to propose the planning of a communication campaign – also explain what the
campaign will entail. Explain that persons concerned will be under no obligation to implement
the campaign, and provide particulars of what the planning process will require. Remember, this
, first act of approaching the organisation is also an act of communication – convincing the
organisation and its management that you can add value to the organisation (selling yourself
and your expertise). Attach the letter as an appendix. Write a report covering the following:
1.1.3 What was your experience in approaching the organisation – did you experience it as
positive or negative? 1.1.4 How did the organisation respond to your request? 1.1.5 You have to
establish a working relationship with the organisation – what arrangements would you make?
To whom would you report and who would be your contact person at the organisation? How
often would you report back to the organisation? Write a brief report on how you established a
working relationship with the organisation. 1.1.6 Identify who the communicator for the
campaign would be. Would it be the organisation as a whole, a section of the organisation,
etcor so forth? Substantiate your choice by explaining why the communicator has been
designated. 1.2 Identify the target audience Study section 13.5.1.4 in the prescribed book, as
well as the work you may have covered in the research modules. You will be required to do
some formal research, while consulting textbooks on research methodology would be advisable
(assuming you are not familiar with research methodology). Complete the following activities
and report on each in the portfolio: 1.2.1 Formulate a brief problem statement for the research
(remember that this should be a research problem statement – trying to collect the information
to identify the real communication opportunities or problems). 1.2.2 Formulate at least three
sub-problems. (a) Sub-problem 1: How would it contribute to solving the main problem? (b)
Sub-problem 2: How would it contribute to solving the main problem? (c) Sub-problem 3: How
would it contribute to solving the main problem? 1.2.3 Formulate one research question for
each sub-problem. (a) Research question 1: (b) Research question 2: (c) Research question 3:
Downloaded by Master Vincent () lOMoARcPSD| 5 1.2.4 Identify the unit of analysis. 1.2.5
Identify the population(s) for the study. 1.2.6 Describe the sampling procedure(s) that has
(have) been applied. 1.2.7 Identify the specific methodology that you would apply and describe
how you developed your measuring instrument. 1.2.8 Report your results in full. 1.2.9 Explain
how you made provision for audience segmentation in terms of demographics (at least) and
other variables in your research (e.g. by including these variables as part of a questionnaire).
1.2.10 Explain what you learned from the research exercise by answering the following
questions: (a) Explain what you discovered about the organisation. (b) To what extent could you
predict the results? (c) In your estimation, was the research worthwhile? (d) Explain how the
research could influence the way you plan your campaign. COMPLETING PHASE 1.2 1.2 Identify
the target audience For this phase you will be required to conduct formal research on the target
audience. It is therefore recommended that you consult the work you may have covered in the
research modules. Read through section 13.5.1.4 in the prescribed book for guidelines on the
information you need from the target audience of the prospective campaign. For example, you
may want to demarcate the audience in terms of demographic, psychographic and sociographic
definitions. As this is a communication campaign, it would be helpful to investigate the
Assignment 1
(COMPLETE
ANSWERS)
Semester 2
2025 (258697) -
DUE 8 [School]
[Course title]
September
,2025
COM3708 Assignment 1 (COMPLETE ANSWERS) Semester 2 2025 (258697) - DUE 8 September
2025
Course
Advertising and Public Relations (COM3708)
Institution
University Of South Africa (Unisa)
Book
Advertising and Public Relations
COM3708 Assignment 1 (COMPLETE ANSWERS) Semester 2 2025 (258697) - DUE 8 September
2025; 100% TRUSTED Complete, trusted solutions and explanations.
This portfolio entails the planning of a real integrated communication campaign that you have
to develop for a local charity, a local school or some other non-profit organisation, based on the
guidelines for integrated campaigns as described in your prescribed book and the study guide.
Due to time constraints, you need to only plan the campaign and not implement it. You have to
approach the organiser(s) of the local organisation to obtain permission as well as cooperation
from the organisation to enable and facilitate the development and execution of the
prospective campaign. (If necessary, this Tutorial Letter 101 can be shown as authorisation for
the assignment.) The consecutive steps for the development of the integrated communication
campaign required in performing the required assignment are detailed below. 1 PHASE 1:
ASSESS Outcome of phase 1 A document should be produced that exhaustively details
particulars of the audience assessment, the organisation's broader operations and objectives,
the pertinent environmental conditions, historical and future considerations, as well as the
details, perceptions, status and communication of the idea that forms the focus of the
campaign. The document should include a complete situation analysis. Assessment of the
relevant variables should be based on observation, informal research and investigation and,
finally, formal research. To compile this document systematically, you should do the following:
1.1 Identify the communicator Study section 13.5.1.2 in the prescribed book and do the
following: 1.1.1 Identify an organisation or organisations that you will approach with the
proposal to plan a communication campaign. Write down the name of the organisation(s) and
its (their) contact details. Downloaded by Master Vincent () lOMoARcPSD| 4 1.1.2 Write a letter
to the owner/manager/organiser of the organisation in which you explain that you would like to
meet him/her to propose the planning of a communication campaign – also explain what the
campaign will entail. Explain that persons concerned will be under no obligation to implement
the campaign, and provide particulars of what the planning process will require. Remember, this
, first act of approaching the organisation is also an act of communication – convincing the
organisation and its management that you can add value to the organisation (selling yourself
and your expertise). Attach the letter as an appendix. Write a report covering the following:
1.1.3 What was your experience in approaching the organisation – did you experience it as
positive or negative? 1.1.4 How did the organisation respond to your request? 1.1.5 You have to
establish a working relationship with the organisation – what arrangements would you make?
To whom would you report and who would be your contact person at the organisation? How
often would you report back to the organisation? Write a brief report on how you established a
working relationship with the organisation. 1.1.6 Identify who the communicator for the
campaign would be. Would it be the organisation as a whole, a section of the organisation,
etcor so forth? Substantiate your choice by explaining why the communicator has been
designated. 1.2 Identify the target audience Study section 13.5.1.4 in the prescribed book, as
well as the work you may have covered in the research modules. You will be required to do
some formal research, while consulting textbooks on research methodology would be advisable
(assuming you are not familiar with research methodology). Complete the following activities
and report on each in the portfolio: 1.2.1 Formulate a brief problem statement for the research
(remember that this should be a research problem statement – trying to collect the information
to identify the real communication opportunities or problems). 1.2.2 Formulate at least three
sub-problems. (a) Sub-problem 1: How would it contribute to solving the main problem? (b)
Sub-problem 2: How would it contribute to solving the main problem? (c) Sub-problem 3: How
would it contribute to solving the main problem? 1.2.3 Formulate one research question for
each sub-problem. (a) Research question 1: (b) Research question 2: (c) Research question 3:
Downloaded by Master Vincent () lOMoARcPSD| 5 1.2.4 Identify the unit of analysis. 1.2.5
Identify the population(s) for the study. 1.2.6 Describe the sampling procedure(s) that has
(have) been applied. 1.2.7 Identify the specific methodology that you would apply and describe
how you developed your measuring instrument. 1.2.8 Report your results in full. 1.2.9 Explain
how you made provision for audience segmentation in terms of demographics (at least) and
other variables in your research (e.g. by including these variables as part of a questionnaire).
1.2.10 Explain what you learned from the research exercise by answering the following
questions: (a) Explain what you discovered about the organisation. (b) To what extent could you
predict the results? (c) In your estimation, was the research worthwhile? (d) Explain how the
research could influence the way you plan your campaign. COMPLETING PHASE 1.2 1.2 Identify
the target audience For this phase you will be required to conduct formal research on the target
audience. It is therefore recommended that you consult the work you may have covered in the
research modules. Read through section 13.5.1.4 in the prescribed book for guidelines on the
information you need from the target audience of the prospective campaign. For example, you
may want to demarcate the audience in terms of demographic, psychographic and sociographic
definitions. As this is a communication campaign, it would be helpful to investigate the
