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COM3701 Assignment 1 2022 Semester 1 (UNISA)
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COM3701 (Assignment 01)SEMESTER: 1 2022
UNIQUE NUMBER: 800534
,DECLARATION OF OWN WORK
I,
(NAME and SURNAME) confirm that:
this MODULE contains my own, original ideas and work
those ideas, or work, that are not my own, have been cited through the prescribed
referencing system which I have familiarised myself with in Tutorial Letter CMNALL/E/301
I have not submitted the ideas or work contained in this MODULE for any other tertiary
education credit
Policy on Research
Ethics
I have read the University’s Policy of Research Ethics
Policy on Research Ethics.pdf
I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-GRADUATE
STUDIES (available under “Additional Sources” on myUnisa)
I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS offered by
Unisa’s library: https://libguides.unisa.ac.za/research-support/plagiarism
I have read and understood Unisa’s Policy for Copyright Infringement and Plagiarism,
and I am aware that plagiarism is punishable in terms of the Copyright Act 98 of 1978 and I
have read the regulations of the University of South Africa in this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/
Documents/Policy_copyright_infringement_plagiarism_16November2005.pdf
____
STUDENT NUMBER
__ _
SIGNATURE DATE
__ ___ ____
WITNESS DATE
, TABLE OF CONTENTS
1. INTRODUCTION........................................................................................................................................1
2. QUESTION 1.............................................................................................................................................1
1.1.1. Four stages of the Integrated Marketing Communication (IMC) Development.............................1
Stage 1: Tactical co-ordination of marketing communication..............................................................1
Stage 2: Redefining the scope of marketing communication...............................................................2
Stage 3: Application of IT.....................................................................................................................2
Stage 4: Financial and strategic integration.........................................................................................2
1.2. Four features of contemporary IMC programmes............................................................................3
Outside-in approach to developing communications..........................................................................3
Comprehensive and detailed knowledge of consumer........................................................................3
Brand contact perspective...................................................................................................................3
Centralised co-ordination....................................................................................................................4
3. QUESTION 2.............................................................................................................................................5
2.1. The Assessment Phase......................................................................................................................5
2.1.1. Identify the communication problem or opportunity................................................................5
2.1.2. Identify the communicator........................................................................................................6
2.1.3. Identify the target audience......................................................................................................6
2.1.4. Identify seven factors to be assessed when analysing the situation..........................................9
4. CONCLUSION.........................................................................................................................................13
SOURCES CONSULTED:..............................................................................................................................14
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