Exam (elaborations)
COM3701 SEMESTER 2 2022 EXAMINATION ANSWERS
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- University Of South Africa (Unisa)
THIS DOCUMENT PROVIDES ANSWERS TO COM3701 SEMESTER 2 2022 EXAMINATION 28/10/2022
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Department of Communication Science: Online OCT/NOV examination 2022DECLARATION OF OWN WORK FOR NON-VENUE BASED EXAMINATION
MODULE CODE:
COM3701
I,
(STUDENT NUMBER) confirm that:
This EXAMINATION PAPER contains my own original ideas and work.
I have NOT shown, or shared, my examination paper or answers with
anyone.
I have not engaged in group work.
I have not used the Internet to source my answers or examples.
I have used my prescribed textbook and study-guide to answer the questions.
Those ideas, or work, that are not my own, have been cited through in-text
referencing which I have familiarised myself with in the TL CMNALL/E/301
I acknowledge that not including a signed (initialed) Declaration results in a
failure of 0%.
I have not submitted the ideas or work contained in this MODULE for any other
tertiary education credit.
Policy on Research
Ethics.pdf
I have read the University’s Policy of Research Ethics
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 (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/P
olicy_copyright_infringement_plagiarism_16November2005.pdf
_________________ ____28/10/2022_________
INITIALS ONLY DATE
1
, QUESTION 1
Silky Cosmetics has recently launched a new anti-wrinkle product, Midas-Skincare. To
promote the new product, Silky Cosmetics seeks to plan and implement an integrated
communication campaign.
1.1 Explain the five elements of the definition of a communication campaign
which apply to the Silky Cosmetics campaign. (10)
According to Angelopulo and Barker (2013: 450), the following are the five elements of
the definition of a communication campaign which apply to the Silky Cosmetics
campaign:
a) Purposive – this means that the communication has to be planned carefully and
structured in a manner that would make sense and that has a flow. Part of planning is to
decide what is your intention with this communication, include relevant, detailed
information. In the case of Muddy Feet, the campaign has to be planned around
skydiving and knowledge of this subject should be apparent in the communication.
b) Specific Outcomes – this further breaks down the intention of the communication,
do you want to inform? Persuade? Or motivate audience? Mr. Muddy Feet wants to
promote the sky diving activity, so the specific outcome is to persuade his audience.
c) Defined Audience – not all communication is for everyone. So you need to be
selective of where and how this communication is delivered to the intended audience for
optimal results. The objective here is not to get a large number of people to receive the
communication, but to get the ‘right’ people to receive the message. Muddy’s target
audience is people who are active in adventure sport.
d) Given Period – a campaign cannot run indefinitely, or it will lose its impact. It also
matters when it is done, like with sky diving, although it can be done all year round, but
experts say the busiest season is summer for all experienced and first-time divers. The
campaign can be run twice a quarter for example.
e) Organised set of communications – we have already discussed the why, who,
when, what, this part looks at the how. How is the information disseminated in the best
possible way? Activities must be implemented and monitored. For instance, with Muddy,
he needs to decide which platform he will use to advertise (social media, pamphlets or
TV) how many times a week should planned communication go out etc., will there be
specials or competition that is run. All those details.
1.2 Who could be the primary and the secondary audiences for the Silky
Cosmetics communication campaign? Explain your answer. (4)
Women who are ageing and showing ageing signs on their faces. Women tend to work
more about ageing signs and wrinkles on their faces than men. Also younger women
prefer to use anti-ageing products to stay looking younger for longer.
2
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