COM3708
Assignment 1 Semester 2 2024
Unique #:
Due Date: 6 September 2024
This document includes:
• Helpful answers and guidelines
• Detailed explanations and/ or calculations
• References
Connect with the tutor on
+27 68 812 0934
,TABLE OF CONTENTS PAGE
1 PHASE 1: ASSESS 1
1.1 Identify the communicator 1
1.1.1 Identify an organisation 1
1.1.2 Letter addressed to the organisation 1
1.1.3 Report 1
1.2 Identify the target audience 1
1.2.1 Problem statement for the research 1
1.2.2 Sub-problems 1
1.2.3 Research questions 1
1.2.4 Unit of analysis 1
1.2.5 Population(s) 2
1.2.6 Sampling procedures 2
1.2.7 Methodology and measuring instrument 2
1.2.8 Results 2
1.2.9 Audience segmentation 4
1.2.10 Self-reflection 4
1.3 Analysis and identification of campaign aims 4
1.3.1 Historical review and forecast 4
1.3.2 Social, political and economic environment 4
1.3.3 Competitors 5
1.3.4 Organisational culture 5
1.3.5 Three issues based on research results and situational analysis 5
1.3.6 Three general aims for campaign 6
2 PHASE: 2 CREATE 6
2.1 Communication problem or opportunity 6
2.1.1 Main communication problem or opportunity 6
2.1.2 Why conduct a campaign? 6
2.1.3 Aims of the campaign 6
2.1.4 Three audience characteristics 6
2.1.5 Definition of needs of audience 6
2.1.6 SWOT analysis 7
2.2 Determine campaign topic 7
2.3 Strategic communication objectives 7
2.4 Communication message 8
2.4.1 The ‘big idea’ 8
2.4.2 Message approach 8
2.4.3 Different message presentations 8
2.4.4 Communication mix 9
, 2.5 Media Selection 9
2.5.1 List of Media 9
2.5.2 Reasons for media selection 9
2.6 Produce communication material 11
2.6.1 Four Media Activities 11
2.6.2 Contributions to the ‘big idea’ 11
SOURCES CONSULTED 17
ADDENDUM A: LETTER SENT TO ORGANISATION
ADDENDUM B: COMMUNICATION FROM ORGANISATON
ADDENDUM C: SURVEY QUESTIONNAIRE
Assignment 1 Semester 2 2024
Unique #:
Due Date: 6 September 2024
This document includes:
• Helpful answers and guidelines
• Detailed explanations and/ or calculations
• References
Connect with the tutor on
+27 68 812 0934
,TABLE OF CONTENTS PAGE
1 PHASE 1: ASSESS 1
1.1 Identify the communicator 1
1.1.1 Identify an organisation 1
1.1.2 Letter addressed to the organisation 1
1.1.3 Report 1
1.2 Identify the target audience 1
1.2.1 Problem statement for the research 1
1.2.2 Sub-problems 1
1.2.3 Research questions 1
1.2.4 Unit of analysis 1
1.2.5 Population(s) 2
1.2.6 Sampling procedures 2
1.2.7 Methodology and measuring instrument 2
1.2.8 Results 2
1.2.9 Audience segmentation 4
1.2.10 Self-reflection 4
1.3 Analysis and identification of campaign aims 4
1.3.1 Historical review and forecast 4
1.3.2 Social, political and economic environment 4
1.3.3 Competitors 5
1.3.4 Organisational culture 5
1.3.5 Three issues based on research results and situational analysis 5
1.3.6 Three general aims for campaign 6
2 PHASE: 2 CREATE 6
2.1 Communication problem or opportunity 6
2.1.1 Main communication problem or opportunity 6
2.1.2 Why conduct a campaign? 6
2.1.3 Aims of the campaign 6
2.1.4 Three audience characteristics 6
2.1.5 Definition of needs of audience 6
2.1.6 SWOT analysis 7
2.2 Determine campaign topic 7
2.3 Strategic communication objectives 7
2.4 Communication message 8
2.4.1 The ‘big idea’ 8
2.4.2 Message approach 8
2.4.3 Different message presentations 8
2.4.4 Communication mix 9
, 2.5 Media Selection 9
2.5.1 List of Media 9
2.5.2 Reasons for media selection 9
2.6 Produce communication material 11
2.6.1 Four Media Activities 11
2.6.2 Contributions to the ‘big idea’ 11
SOURCES CONSULTED 17
ADDENDUM A: LETTER SENT TO ORGANISATION
ADDENDUM B: COMMUNICATION FROM ORGANISATON
ADDENDUM C: SURVEY QUESTIONNAIRE
